PREMFLIX in fantasy land
I find all the chat about #Premflix fascinating, albeit quite binary.?Which is mostly how OTT is presented; an either / or thing.?Sell the rights and take the money, give up some control to broadcasters etc etc… or go direct to the fan, keep control, capture data but maybe get a bit less money.
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But what I love about digital sport is that today it is already so much more than that, and in the future….
well my head just might explode thinking about it.
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The thing is when it comes to Premflix, and we imagine what Premflix could be, it could be the first great, reimagined OTT thing in sport.?Unlike anything else that has come before.?It could be all about live video, generating lots of subscription revenue (yep, standard).?Or it could be neither (or at least very little) of those things.
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Premflix without live video? WTF??
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Yes maybe barking... but looking at what Premier League has in it’s armoury, no one is talking about Fantasy and gaming.?Fantasy alone is where The Premier League is out on it’s own in world sport.?9m players and climbing fast with plenty of headroom for growth.?
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What if Premflix was a fantasy-lead, gaming-lead thing.?Supported by video.?And maybe not full 90 minute live video, and maybe not live at all.?But brilliantly curated archive and near-live fast turnaround highlights clips.?Imagine what that could be – fantasy and gaming, with video as shoulder content, as it were.?Not watching TV, on a different device.?But instead a totally all-in, immersive thing with video playing a key part.
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OTT is going that way anyway.?Less all about the pictures, and more about breaking through what it can be with everything else at its disposal.?Data, social, overlays, multi-lingual commentary and graphics, all that good stuff.??
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Premflix can be so many things, depending on what it is created to achieve.??
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If that is spinning it up when a broadcaster doesn’t stump up the cash, then great.?But there are a tonne of other use-cases and opportunities.?And so many of them are complementary to the live broadcaster distribution model, not necessarily conflicting with it.?So not an either / or scenario.??
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We’re going to go further on the value creation, and what that could look like.?We’re going to use Simon Jordan’s ￡24bn valuation of Premflix D2C only model way back in 2020 as a benchmark.?Far too high, or even too low? Let’s see…
Digital | Commercial Growth | Sports | Strategy | Technology | Fan Engagement
2 年An interesting take Hugo. With the blend of video (live, highlights or archive) and gaming/fantasy, the world of digital sport is in for a stimulating ride.
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2 年This is truly the sleeping giant of digital sport delivery, there's so many angles to them seizing the opportunity and driving their own destiny - it would be pushing the boundaries in terms of the commercials but the technology exists today to create a world class service. The clever piece would be defining the vision and assembly of tech to deliver an intuitive and flexible service whilst not trying to "boil the ocean" just cause you can do it doesn't mean you have to. Giving power to the user is ultimately the goal if you want to please all of the people all of the time, something, notwithstanding game results, that technology can allow you to do, we're on that journey with MatchVision.
Great post Hugo Sharman! ??
Media executive, speaker, consultant. Former Editor-in-Chief at PA Media
2 年Very interesting read Hugo. If my sons are anything to go by, rapidly turned round must see moments are what it’s all about these days, and blending that with Fantasy would be their idea of heaven…..
The Business Growth Locksmith | A Global Community Driven Relocation Marketplace
2 年A really interesting share and provocations Hugo. As you may recall I’ve been directly involved in fan engagement and immersive product ideation for some time. The old school linear passive approach to simply ‘watching the game’ via different devices and angles needs to move in to a far more immersive experience. The ‘fan experience’ is missing a huge cohort of the base where technology is part of their daily lives and a ‘digital experience’ is a given. The piece that’s missing is in real life fans talk fans but rarely get to talk to the athletes. I’ll drop you a note next week to share one of those ideas for peer to peer engagement that’s now been brought to life and would work very well for your thoughts around Premflix.