Sport Streaming Strategy

Digital Strategy

Business Objectives

The BBC, the UK's iconic national broadcaster, has enjoyed remarkable success with its iPlayer service. In the BBC Sport website it has one of the world's leading sports online news and analysis destinations.

However, in recent years its ability to bid for and win premium sports rights has been hampered by rising rights prices and the competitive pressure of pay TV services. The BBC needed advice on what it should do in the field of live sports streaming to boost usage of the iPlayer, to give its rights team a steer on which sports rights to pursue and to give consumers a clearer idea of the BBC's sports offering. Seven League was commissioned to assist.

Our Approach

Seven League conducted detailed market analysis of factors that might influence BBC Sport’s future sports streaming strategy, including:

-Global streaming trends
-Young audience behaviours
-The sports rights landscape
-The segments that presented the best opportunities for the BBC.

This helped to inform a newly defined strategy of which sports rights to pursue and how to position the service. We helped define BBC's position with regards to non-premium and non-live rights. We provided a playbook for how to launch the new service, including a campaign theme and timeline with core B2B and B2C marketing messages outlined

Results

The BBC are currently working to implement Seven League's recommendations, using the playbook provided, which has implications over a number of business areas. Seven League’s work has been critical for BBC Sport – helping to galvanise the team internally and provide clarity to its audiences. This strategy will play a pivotal role in futureproofing BBC Sport’s live streaming service in a congested and ever-changing marketplace

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