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DAZN drives global growth with social video through Grabyo partnership

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 maximising 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 capitalising 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.

2018 Hero Caribbean Premier League scores big with social video

The Hero Caribbean Premier League (CPL) enjoyed a sensational 2018 tournament both on and off the field. The annual T20 cricket series reached over 66 million people with social video clips and live streams delivered through Grabyo, a leading browser-based video production platform.

The Hero CPL engaged fans from across the world by distributing real-time highlights and key moments on social platforms. The tournament also live streamed matches to Facebook and Twitter, including the final between Guyana Amazon Warriors and Trinbago Knight Riders. The live social broadcasts, combined with highlights and clips, helped CPL achieve over 41 million views and 20.8 Million engagements across the tournament.

CPL was able to capture every key moment by creating and distributing clips instantly using Grabyo Studio. With a small team split between the Caribbean and the UK, using Grabyo reduced the time and resources needed to produce clips, allowing CPL to apply custom graphics and branding, whilst optimising the content for audiences on mobile, social and OTT.

Grabyo’s Producer platform allowed CPL to live stream matches directly to Facebook and Twitter 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.

Grabyo Producer further enhances live streaming with graphic overlays and encourages user engagement with native polls and real-time data, highlighting audience input and comments.

Gareth Capon, Grabyo CEO said: “The CPL is such a vibrant and exciting tournament, it was great to work with the team to help convey its raw energy and atmosphere to fans across social media. CPL also has fans from all over the world, growing in popularity year after year, which means many of its fans rely on digital platforms to follow the action. We’re proud that Grabyo can help solve production challenges and increase the scope of video distribution, something which has helped to grow the competition and fanbase across the globe.”

Vishnu Kumar, head of Digital, Hero CPL said: “We have been overwhelmed with the response to this year’s tournament. The party gets bigger every year, with more interest from more players and fans. We knew we needed to focus on ensuring our global fan base could engage with every match, and social video was a great solution to make sure everyone, even those on the other side of the world, feel like they were included in our community. The speed and flexibility Grabyo’s platform offers was key in achieving this.”

Wimbledon’s first ever live ‘visual radio’ streams find huge success

The All England Lawn Tennis Club (AELTC), hosts of The Championships and known for its signature mix of historic tradition and innovation, has streamed live audio coverage of matches to social media for the first time, registering almost 750 000 views and generating direct engagement with just under 60 000 fans.

The Wimbledon Radio Channel, Wimbledon’s live radio broadcast of The Championships, produced by IMG and encoded by official technology partner IBM, was delivered to Facebook using Visual Radio, a new component of the browser-based production platform Grabyo Producer. The rich listening experience displays custom graphics and animations on an audio frame, and enables radio distribution to Facebook, Twitter, Periscope and YouTube as well as websites and mobile apps. Viewers are then able to discuss the action with other listeners through comments or posts, connecting the wider fanbase and community.

Using Facebook Live, fans of The Championships were able to listen to the ladies’ final between Serena Williams and Angelique Kerber, the men’s semi-final between Novak Djokovic and Rafael Nadal and the men’s final between Novak Djokovic and Kevin Anderson. These live match streams received almost 60 000 comments, shares and reactions from fans, hosted on the  Wimbledon Facebook page.

Alexandra Willis, head of Communications, Content & Digital, The AELTC, said: “The popularity of the Wimbledon Radio Channel across our Visual Radio broadcasts exceeded all expectations. The Wimbledon Radio Channel performs incredibly strongly across Wimbledon.com and our official apps, and to be able to extend that audience is fantastic. 500 000 people alone listened to the Nadal-Djokovic semi-final which demonstrates our commitment to offering the best access for our fans to enjoy The Championships and engage with our content, and we believe the response shows we have achieved this.”

The popularity of live streaming on social media has increased exponentially in recent years and sports has been a major part of this growth, sports fans want to feel connected to each sporting moment as it happens. Visual Radio from Grabyo meets this demand, enabling production teams to manage multiple live audio streams collaboratively in the cloud, publishing directly to social and mobile platforms that do not offer options for radio broadcasting.

Visual Radio publishers have the added option of activating campaigns for sponsors and media partners. Grabyo’s Producer platform allows users to insert branded graphics, animations or visualisations into the stream. Editors can also insert crowd-sourced comments, conduct live polls with fans and layer imagery and data within the frame to deliver a highly-engaging experience for listeners.

Gareth Capon, Grabyo CEO, said: “We developed Visual Radio to meet the growing demand from fans for live audio broadcasts on mobile and social platforms. Building participation and community features into the product was important, fans want to feel involved with the action whilst communicating with each other. This service also creates new opportunities for brands to connect with different audiences beyond traditional TV. The AELTC has led the way in what is an exciting new step for audio streaming, and we expect Visual Radio to play a major role in live social content in the future.”

 

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