Growing your sport with affordable, cloud-based production
Cloud-Based Production: A Catalyst for Growth in Sports
The sports industry is rapidly evolving, driven by advances in technology that not only make live production more accessible and affordable but also significantly enhance the viewing experience, according to nearly 70% of sports fans.
Among these innovations, cloud-based live production is standing out as a game-changer for many sports organizations. This technology is already revolutionizing the way sports content is produced, distributed and monetized, especially for smaller organisations, and emerging sports.
In fact, the momentum behind cloud-based production shows no sign of slowing down, bolstered by factors such as favourable economies of scale, higher levels of compliance, sustainability, speed and cost efficiency.
To explore this further, our SVP of Marketing, Clare Butler, touched base with our US Sales Engineer, Craig Gorbunoff, to explore the reasons behind this shift and its implications for the future of broadcasting. So, what did we discuss?
— Jump straight to the podcast —
The cost benefits of cloud-based live production
Cloud-based live production offers several distinct advantages over traditional methods. Firstly, it significantly reduces costs by eliminating the need for expensive hardware and on-site infrastructure, democratizing access to high-quality live broadcasts for smaller sports organizations.
This cost-effectiveness is complemented by the scalability of cloud solutions, which can effortlessly adjust to cover anything from single games to large tournaments, accommodating varying production needs throughout the season regardless of schedule changes.
Remote production capabilities
Remote production stands out as another key benefit of cloud-based solutions, enabling teams to collaborate from anywhere globally, be it in a centralized virtual gallery, or elsewhere. In recent years, the surge of popularity surrounding remote production can hardly be ignored, with nearly 40% of broadcasters integrating it into their workflows.
This approach not only reduces the costs and logistical challenges associated with onsite resources, but also enhances operational flexibility and efficiency.
“By taking our production into the cloud, we have saved 65% on our total production costs”
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Enhanced creativity and viewer engagement
Cloud technology has evolved to now offer production tools to transform sports broadcasts into dynamic and engaging experiences that resonate with modern audiences, and enrich the viewer experience. Traditional features such as instant replays, multi-camera switching, advanced audio and dynamic graphics are seamlessly integrated into cloud-based control rooms, ensuring a familiar and immersive experience for fans.
In addition to these foundational tools that allow for the high-quality live content fans have come to expect, cloud production offers advanced capabilities that elevate sports broadcasts to new heights. Features like customizable dynamic graphics and localised commentary cater to global audiences, allowing for language-specific adaptations that enhance viewer engagement worldwide. Furthermore, cloud platforms facilitate direct integrations with social media channels, enabling real-time polls, live chats, and fan-driven content submissions. These interactive elements cultivate a sense of community among viewers, fostering deeper engagement with the content.
By promoting creativity and enabling two-way interactions, cloud production is reshaping how sports content is produced and consumed, setting new standards for viewer engagement and the means to captivate audiences across diverse platforms.
🎾 Tennis Channel creates international live broadcasts using Grabyo 🎾
To deliver live tennis to global markets and expand its reach, Los Angeles-based Tennis Channel aimed to create an alternative program for major tournament matches. To achieve this without a complex and costly production workflow, they turned to cloud production.
Applications in sports broadcasting
In practical terms, cloud-based live production represents a significant shift in sports content delivery. This transformation is demonstrated through alternative broadcasting, which allows sports organizations to tailor their broadcasts to specific audience segments and platforms. For instance, betting-focused broadcasts can provide real-time data and analysis, enhancing the experience for avid sports bettors. Similarly, family-friendly broadcasts, such as the NFL’s recent initiative during festive fixtures, offer engaging content suitable for younger viewers and families, promoting inclusivity and expanding the sport’s fanbase.
Live digital programming, empowered by cloud technologies, deepens viewer engagement. Southampton FC exemplifies this with their SAINTSLIVE programming, featuring interactive live streams broadcasted on their social media channels, club website, and app. Each SAINTSLIVE broadcast generates significant engagement through viewer comments, sustaining interest and fostering a stronger fan connection by encouraging active participation.
For rights holders, federations, clubs, leagues, and production companies, embracing these innovations not only broadens viewership but also creates new revenue streams via sponsorship opportunities. Diversifying content appeals to a wider range of advertisers and partners seeking specific demographics and audience segments. This strategic approach enhances viewer experience and ensures sustainable growth and competitiveness in the dynamic sports media landscape.
Adapting to vertical video platforms
The rise of vertical video platforms like TikTok and Instagram has further influenced the adoption of cloud technology in sports broadcasting. These platforms have revolutionised content consumption habits, particularly among younger, digitally-savvy audiences who prefer mobile-first experiences. Cloud technology plays a pivotal role by facilitating seamless repurposing of live broadcast content into formats that align with the unique vertical video format demands of these platforms.
This adaptability is crucial for sports organisations aiming to maintain relevance and expand their reach in a rapidly evolving media landscape. Vertical videos boast significantly higher engagement rates – up to 130% higher – compared to traditional horizontal videos. This shift underscores the importance of adapting content to meet audience preferences, enhancing viewer interaction and retention.
Monetization opportunities
Cloud-based live production revolutionizes sports broadcasting by enhancing content quality, accessibility and creating lucrative monetization opportunities through enhanced distribution, and interactive fan engagement.
Regardless of how good a sport’s content is, audiences don’t keep their eyes glued to the delivery if quality, reliability and accessibility aren’t exceptional. Many sports risk their monetization potential if they don’t ensure their videos can be scaled across multiple locations in the right way.
Moreover, cloud technology empowers sports organisations to localise content effectively across diverse geographies, with the support of YouTube Ad markers and SCTE-35 ad markers. This capability enhances advertising effectiveness through dynamic ad insertion downstream and targeted campaigns based on viewer demographics and behaviour. Brands can sponsor specific broadcast segments or seamlessly integrate branded content into live streams, thereby boosting visibility and engagement. These sponsorship opportunities not only generate revenue but also enrich the viewer experience with relevant and contextual advertising.
These strategic monetization strategies support the growth and sustainability of sports organisations at all levels, ensuring a dynamic and engaging viewer experience.
Cloud-busting – what’s next for sports?
Cloud-based production empowers sports organizations of all sizes. This democratization of production quality enhances viewer engagement with behind-the-scenes access and immersive content, while also making these sports more attractive to sponsors and investors.
As technology advances, cloud-based production has the potential to revolutionize sports broadcasting, creating exciting opportunities for the future of sports media.
🔊 “For broadcasters, the name of the game is return on investment” 🔊
Hear from our SVP Marketing, Clare Butler, and US Sales Engineer, Craig Gorbunoff, as they discuss how women’s sports have earned their place in the spotlight by pushing boundaries and demonstrating their value – and why it’s not always about the viewership numbers.
