DAZN, the online sports streaming service owned by DAZN Group, has enjoyed an impressive 2018 leveraging the power of social video to bolster its brand awareness and drive subscription growth using Grabyo. DAZN has used Grabyo’s platform to deploy a targeted video distribution strategy across its social channels on Facebook, Twitter and YouTube.
Modern sports fans want more than just live events. They’re looking for relevant, real-time video clips across a variety of social platforms, as well as live streams of shoulder content and match footage. DAZN registered almost 200 million video views distributed through Grabyo in 2018, building significant brand value for the world’s largest sports OTT platform.
DAZN’s global video strategy is built on maximizing the media rights it holds to elite sporting competitions in various markets around the world. Key sports properties include football, boxing, fight sports, baseball, hockey, basketball, athletics, darts and many more.
DAZN’s approach to content distribution varies by market including short, real-time highlight clips of premium content such as UEFA Champions League & Italian Serie A matches on Twitter and Facebook, as well as live streams of undercard fights from Golden Boy Promotions, Matchroom Boxing & Bellator events on social media for free. The OTT service, dubbed the “Netflix of Sports” has leveraged the huge popularity of social video viewing to advertise the new service and drive uptake of its paid services from social media users.
Gareth Capon, Grabyo CEO, commented: “We’re proud to partner with such an exciting brand like DAZN, helping the team build their global audience and communicate the value of this innovative OTT service for sports fans. The success of DAZN’s digital strategy lies in its customer-centric approach, servicing the needs of consumers who are looking for content across multiple platforms and devices, whilst capitalizing on the growing appetite for social video, to drive brand growth and awareness. As a cloud-based service we have scaled our partnership rapidly across DAZN’s global markets and it’s exciting to be involved with such a dynamic, fast-growing partner.”
Reda Maher, VP Social at DAZN said: “It’s important that we deliver as much value as possible to our customers while growing the DAZN brand. Our partnership with Grabyo has allowed us to do this by enabling all our global content teams to access the platform to share relevant live and near-live content across all our social media properties. Grabyo makes it easy to distribute content across multiple platforms, where we can grow our audience and retain loyalty with our customers on their terms. The flexibility Grabyo’s platform offers – particularly through real-time graphics editing – has been key in achieving this across our markets.”
Grabyo’s Studio platform enables DAZN to quickly and easily create, edit and publish video clips to social media moments after they happen – helping to unlock the value of being first to market with video content to reach the vast social audiences who are engaging with video.
DAZN utilises Grabyo’s Producer platform to live stream content directly to social media, making use of Grabyo’s integration partnerships with all major social platforms. The live content creating a community-based, shared viewing experience for the online audience. Live commenting and discussion on live video posts increases engagement and creates more memorable moments for fans, increasing viewer loyalty and encouraging customer conversion.
About the author : Kauser Kanji
I've been working in online video since 2005 and have held senior roles at NBC Universal, ITN and Virgin Media. I've also completed VOD projects for the BBC, Netflix, Sony Pictures and a host of broadcasters and service-providers all over the world. Catch me on our weekly debate show, OTT Question Time, or drop me a line on LinkedIn.