Ep. 53: Jo Redfern - Why Kids and Sports Are Streaming's New Retention Battleground

For episode 53 of Retention Zone I have talked to Jo Redfern , an expert in kids media who has developed a deep understanding of how young people consume content, particularly in sports. With extensive experience in streaming and content creation for children, Jo has become fascinated by the evolving consumption patterns of younger generations, including their platform preferences and what they value in content. Her insights bridge the gap between traditional sports media and the emerging ways Generation Z and Alpha engage with sports content across multiple platforms, from streaming services to social media and gaming environments.

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Why Kids and Sports Are Streaming's New Retention Battleground

In this insightful episode of Retention Zone, Jo Redfern, an expert in kids media and sports content consumption, shares valuable perspectives on how younger generations are reshaping the streaming landscape, particularly at the intersection of kids' content and sports entertainment.

Kids: The Hidden Retention Champions

One of the most striking insights from the conversation is how children influence household retention decisions. As Redfern pointedly states, "Kids are very often a reason not to churn a service. Parents will not churn a streaming service if there's content on there that services their kids." This observation is particularly powerful because kids' content has a uniquely long shelf life, with children typically watching their favorite shows repeatedly.

However, measuring this value presents challenges for streaming executives. As Redfern explains, "Because it's not measured in the same way as big tentpole streaming events, whether it's sport or whether it's the new season of succession, it makes it really hard for those senior execs at streamers to really categorize how valuable kids content can be."

The Evolution of Sports Consumption

Today's young viewers have more diverse interests than previous generations. "Young generations, in terms of their fandoms, they've got more fandoms than ever before," notes Redfern. This multiplication of interests creates both challenges and opportunities for streaming services, particularly in sports content delivery.

The traditional 90-minute game format faces challenges with younger viewers, but this doesn't mean they're not engaged fans. Redfern introduces the "Spark-Stoke-Reward" model, explaining how content needs to constantly maintain interest: "Spark means spark their interest... Then the stoke is okay, now we're going to build to something... Now that reward in sports might be a good play, a goal, a foul, a controversial call."

The New Value of "Shoulder Content"

One of the most fascinating shifts discussed is how traditionally "low-value" content is gaining importance. Redfern points to Formula One's "Drive to Survive" as a prime example: "The old kind of content that used to be classed as low value... the behind the scenes, the talking heads in the tunnel... then you get drive to survive that actually goes crazy, brings a whole load of new young fans into Formula One."

This transformation speaks to a larger trend where supplementary content becomes crucial for audience engagement. "That's the snackable stuff that you could put on TikTok... That kind of stuff works really well on TikTok. But you start engaging new fans there and you bounce them around to a broadcaster or you bounce them around to the YouTube channel," explains Redfern.

The Ecosystem Approach

A key takeaway is the need for sports organizations to adopt a comprehensive ecosystem strategy. As Redfern emphasizes, "You can't think about those as verticals and separate silos anymore. You need to think about them as that ecosystem." This includes considering multiple platforms and entry points for fans, from social media to gaming platforms.

Technology's role in this ecosystem is crucial, enabling multiple viewing experiences for different demographics. "With the same game, with the same match, you can service three or four different demographics... you've got younger people who might want overlays. It could be the Simpsons, it could be Toy Story, it could be augmented reality overlays, or it could be as simple as data."

Future Monetization Opportunities

The conversation reveals emerging opportunities for premium tier pricing, particularly in sports content. Redfern suggests that additional features like data overlays and interactive elements could command premium prices: "You want the bells and whistles, you want the extra overlays, actually you have to pay for that."

The Path Forward

For sports organizations and streaming services, success with younger audiences requires understanding their consumption patterns and building appropriate engagement strategies. As Redfern concludes, "Sport really needs to reorient in terms of that multi-platform strategy and think about how they bring fans into the ecosystem and how they give them the right kind of content at the right time in the right platform."

The future of streaming retention lies in understanding and adapting to these changing consumption patterns, particularly at the intersection of kids' content and sports. Organizations that can successfully create engaging ecosystems across multiple platforms, while maintaining the core appeal of their content, will be best positioned for success in this evolving landscape.

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Retention Zone is hosted and produced by Carlo De Marchis (A guy with a scarf)