The sports fan's content consumption behavior

With the arrival of countless new streamings, social networks, apps and things that we don't even understand, the question of what sports fans' lives will be like to see their team, their idol and their favorite sport (live or not)...

Or, on the other hand, how companies are going to find business models that make sense to pay so dearly for large rights.

The answer is both simple and complex. We have to be very agile to understand the continuous changes in sports consumption behavior of all generations and to know what product, what service, what content to offer each of them at each touch point. Only then will we be relevant to consumers and brands and only then will we find business models that make sense for media groups and fans.

And this concept is not new, just the challenge that is increasingly difficult. In a text I did in 2017, and I reread these days, I was scared of how nothing has changed, in terms of the concept of the challenge, and at the same time, everything has changed. The possible solutions of 2017 no longer make sense now. The challenge only increased. And got more excited.

This week I was invited to teach a class at CBF Academy and thinking about it a little I decided to write again about it.

There, I already said that in parallel with the vertiginous growth in the consumption of online videos, in new and different formats and platforms, consumers still connected and engaged emerged, which completely changed the capacity and capillarity of innovations. This tied a knot in the strategies of the mobile world, social networks and engagement marketing.

The advertising universe, despite still trying to delay this movement, has already understood that it needs to change the “mass communication” mode for the “content marketing” mode where the message is made almost organically for each individual and at different moments of the behavior of the public. same user, on different platforms and at different times of the day and in your social life.

Videos are no longer a means of communication from vehicles to people, but from people to people and from brands to people. B2C, C2C and B2B and you can add other letters here...

Being present in the videos and in the conversations with the fans with their values, their speeches and concepts is no longer a “nice to have” to be an absolute necessity for any brand.

Videos have long ceased to be just an advertisement or a branding tool, to be a little bit of everything: tutorials, manuals, product demos, dances, memes, testimonials, beauty tips, useless jokes, children opening boxes or even a bunch of kicks at the angle (...Gra?a a Deus, brigado Pai, Siiiiiii, Receba..).

Sports broadcasts and content have long been no longer just one-way experiences. People want to comment, change or reference content (sharing with friends), chat with creators or brands. The content of the videos cannot just entertain your “viewer”, it needs to represent those who watch them.

Today, with the opportunities of social media, apps and all digital tools, video content can achieve maximum personalization. Of people, moments and devices. As a result, content, especially sports content, becomes very strong tools to connect buyers and sellers, services and subscribers (people engaged with your content buy more).

However, more important than understanding the media and platforms, knowing everything about their content and understanding your customer. IT IS TO DEEPLY UNDERSTAND YOUR CUSTOMER'S CONTENT CONSUMPTION BEHAVIOR ON EACH PLATFORM AND AT DIFFERENT MOMENTS OF YOUR DAY TO DAY... And then maybe you will have a chance.

Fabio Machado de Medeiros

(founder of Esporte Interativo and Vice President Latam of Sports at Warner Media)