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Liv Sports sees good advertiser and subscriber response for Fifa WC

MUMBAI: Multi Screen Media’s (MSM) newly launched sports video-on-demand (VoD) service Liv Sports has got an encouraging response for its subscription packages as well as advertisers for the ongoing Fifa World Cup in Brazil.

MSM EVP new media, business development and digital/syndication Nitesh Kripalani said that the sports VoD service has got roughly 25,000 paid subscribers and eight advertisers on board which include Amity University (Presented by), Gionee (Co-presented by), Hero (Powered by), and four associate sponsors Jabong, McDowell’s, Voltas and Garnier Men.

Nitesh Kripalani - Executive Vice President - New Media - Business Development & Digital - Syndication- Sony Entertainment NetworkLiv Sports has two subscription packages for the event—one is 2014 Fifa World Cup Pass for Rs 120, which allows users to view all the matches being streamed, and the second is Follow your Team for Rs 60, which allows users to follow a select list of their favourite teams and view the matches live on livsports.in.

“Fifa World Cup is doing well both on paid subscriber and advertising front. Our match streaming is close to 25,000–30,000 users which are all paid subscribers while we have eight advertisers on board,” stated Kripalani. “If you want to watch live match, it’s paid. Morning highlights packages are for free.”

Kripalani also revealed that almost 94 per cent subscribers have taken the Rs 120 All Teams package while only four per cent have opted for team-specific packages.

Each sponsor gets a particular property on the live streaming which helps them in building better engagement.

Kripalani also said that the Liv Sports got more than a million unique visitors for the ongoing Fifa World and is expecting seven million unique visitors by the end of this month.

“We have crossed one million unique visitors online and on mobile we have a similar number. We are targeting 7 million unique visitors for the Fifa month and we are on track,” added Kripalani.

On average, users are consuming 30 minutes of content while in certain cases the consumption is as high as 70 minutes of a match. “We are getting a lot of viewership in the mornings as well. People come to watch highlights,” revealed Kripalani.

About 70 per cent traffic is coming from the website, while 25 per cent is coming from mobile and the rest is coming from tablet. On mobile, 60 per cent of consumption is happening on iOS devices while 35 per cent is happening on Android devices.

On the marketing front, Liv Sports is being promoted extensively on all platforms. On Radio, Liv Sports campaigns are running in three languages, Hindi, Bengali and Malayalam. The TV campaign is in Hindi, Bengali and Tamil. It is also being promoted on digital through YouTube.

Kripalani asserted that the brand awareness is growing with each passing day and 40 per cent of the traffic on Liv Sports is direct.

Liv Sports will also stream the NBA, UFC, Australian Open and UEFA qualifiers.

Besides, MSM is eyeing IPL digital rights which come up for renewal this year to complement television rights. Times Internet Ltd (TIL) is the incumbent rights holder.

“Liv Sports was launched to cater to all the different sports rights that we have been acquiring last year. The key insight was that users are different for different types of content, just as on television we have different genres such as GEC and movies,” said Kripalani.

“The whole idea behind any sports property is to support on-air telecast as well as get newer audiences. Besides the live streaming, Liv Sports also provides a lot of data and analytics compared to television,” added Kripalani.

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