Grabyo

Cloud-based video production, editing and distribution.

Emily Wilford

How will Peacock change the US OTT market?

Since its launch, OTT has come to the forefront of video production and distribution, innovating both content creation and content consumption. The Grabyo 2020 Value of Video report found a majority of users subscribing to a minimum of two platforms, making it a multi-billion dollar industry.

Bypassing traditional cable networks and using the internet, services are delivered directly to consumers when and where they want them. Provided via a personalized app or desktop player, OTT services are now served on a multitude of connected devices both in-home and on the go. Providing a variety of content including live sport, TV shows, music and films. As more players enter the market, each platform needs to ensure the content is unique and exclusive.

Peacock enters the market

In mid-July Comcast NBCUniversal became the latest broadcaster to launch an OTT service. Peacock is an ad-supported video streaming platform with a two-tier premium option. The first free-to-access OTT service in the US. Peacock is available on a large majority of platforms, and will be competing with a host of established U.S providers including Netflix, Amazon Prime, and Apple TV. The free version will give users access to over 13,000 hours of content from a range of studiosincluding content from the Golf Channel, E! And others,Users will also be able to watch archive programmes such as The Office and weekly releases of Peacock’s original shows, The Blacklist.

With a premium subscription, users will be able to enjoy Peacock’s live sports offering. Its newly acquired rights include the English Premier League, NFL Wild Card, and the Tokyo Olympics. Unlike other services, Peacock is currently unavailable on Roku and Amazon Fire TV. There are also some other features that users will be accustomed to, widely available on other platforms. There are no individual user profiles, app downloads, or streaming in 4K HDR with Dolby Vision or Atmos. Although Peacock is free-to-access, it does not have the same advanced user experience as many established streaming platforms.

How does Peacock measure up?

Grabyo’s 2020 Value of Video report found 47% of US users are willing to pay $11-$35 per month for streaming services. For that price point users expect personalization, multiple user profiles and original content. However, Peacocks’ entry level subscription is free, providing a lower quality viewing experience and adverts. Users could compromise on a lesser experience for a free service but they won’t compromise on content. Peacock will need to rely on its original content to attract subscribers.

One of the biggest competitors that Peacock faces is Netflix. Netflix is continuing to experience yearly growth in subscribers and content consumption, investing over $15 billion each year for the past two years to create Netflix original series. The platform’s powerful algorithm serves content that is trending as well as recommended for the individual user, allowing promotion of limited series and originals directly to users. Widely available and with a selection of originals and blockbuster films, the streaming service is a benchmark for what users expect.

Then there is Disney+. With an infamous archive of films, programmes and TV shows the entertainment giant launched globally in springtime. Having purchased both the Star Wars and Marvel franchises, Disney users can access a multitude of franchises and the full catalogue of animated classics dating back to the 1940s. The Disney+ launch was timely as users across the globe were encouraged to stay at home, increasing second-screen viewing and overall an increase in video consumption. The user experience on the platform is similar to that of Netflix but the exclusive content on Disney+ is unrivalled, with the recent addition of the Broadway production Hamilton.

Apple TV, Amazon Prime, HBO Max, Hulu are all competitors for Peacock, however, there are all premium services. One of the big selling points for all these services is the seamless user experience, multiple individual user-profiles and advert-free binge-watching. As Peacock blurs the line between OTT and traditional cable channels, it could change viewer perception on cutting the cord.

Live events on OTT

As the battle of quality video content continues, live events are fast becoming a regular feature on OTT services to further enhance the user experience. DAZN specialises in live sports, operating in select markets across the globe. The user experience is flawless and the platform is competitively priced. However, with the limited market, other platforms are taking their opportunity. Amazon Prime Video made large strides over the past year in the market with coverage of the 2019 US Open. Peacocks’ top tier premium service will allow users access to their live sport but little is known about the experience itself.

As sport is becoming more widely available, rights owners are launching their own video streaming platforms,NFL Game Pass, MLB.TV and Golf TV are all examples of leagues and competitions maximizing exclusive content. Live-streaming of games and matches as well as VOD content are included and are available on the go on mobile-devices. One of the main differentiators is users being able to pick and choose what they watch, whether it’s one specific match or a season-long campaign of a chosen team. The paid for subscription allows for full personalisation, with Peacock entering the market with paid-for sports streaming, there is yet to be an ad-supported version.

Peacock Premium cable bundle

Peacock premium will be included as part of a cellular contract with Xfinity and Cox Communications. As with many other platforms, being part of a ‘bundle deal’ is common practice to entice users and uptake. A trial has been available since April for Comcast customers to gather feedback and make any required changes or updates before mass adoption. It can also be used as a way for cable companies to explore streaming platforms and monitor user behavior. As OTT is more widely adopted, cable networks will be monitoring the market closely as consumers rapidly adopt streaming and lean closer towards cutting the cord on cable for good.

Originals and live will be key to platforms success

Platform originals and live events will be crucial to the individual platforms securing users. As studio produced programmes can be added and removed across platforms, the ultimate test will be what are users willing to pay for. As Peacock introduces the first free viewing service in the US, the lack of financial commitment might positively impact subscribers but usage rates could be affected. It is impossible to predict the effect Peacock will have on the market as a whole. It will make users consider how much and what they are willing to pay for to access OTT video services. Peacock creates the opportunity for users to trial OTT services without having to commit financially, experimenting with a combination of cable and internet services.

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EMEA digital round up

Here are Grabyo’s favorite content production ideas from around the sports and broadcast industry over the past weeks.

With normality looming ever closer, sports and entertainment have continued to adapt to life behind closed doors.

In the absence of Formula E, the sporting body launched a very different series- Marbula E. IBM delved into their archives so fans could re-watch some of the most historic Wimbledon matches. Using AI, IBM was able to improve the quality ofvideos stretching back to 1990. The first international test cricket series began as England hosted West Indies after a three-month absence. Several virtual races have been launched in place of canceled events this summer from amateur to professional. Zwift are running a virtual Tour de France series and Bloomberg have created #RunForYourCity to raise vital funds in response to the pandemic.

Marbula E

To maintain a connection to its fans, Formula E partnered with YouTube channel Jelle’s Marble Runs to launch the light-hearted Marbula E concept. In the absence of live races, each Formula E team was represented in a marble race on a specially designed track. Tracks were to-scale to represent each of the Formula E races, and to enhance the viewer experience there were graphics, live commentary and a marble-filled grandstand. Thinking innovatively, the concept attracted a global audience and ensured that the fans weren’t without something competitive to keep them entertained.

IBM & Wimbledon

Archive content has been a popular method to keep fans with a variety of interests engaged. There has been Hamilton published on Disney+, the FA replaying historic games and the BBC reliving the best of Glastonbury. With no grass tennis in SW19 this year, Wimbledon did something similar. As fans are now accustomed to HD and 4K viewing experiences, a few grainy hours of historic tennis matches aren’t as appealing. Using IBM’s AI technology, its partnership with the AELTC resulted in a higher quality video experience, allowing fans a more engaging way to re-live classic matches.

Cricket is back!

As England host the West Indies cricket team, the social and content teams are hard at work keeping the fans connected to the play. Highlights, in-game clips, and fan polls are a combination of content available on social platforms. Fan involvement is crucial at the moment and interactive experiences enrich the overall experience.

#RunForYourCity

Every year Bloomberg runs the Square Mile Relay, where companies compete against each other in a one-mile relay race. In 12 financial hubs across the world, the event aims to bring colleagues closer whilst raising money for local charities in each of the host cities. This year the event has been adapted using gamification. Companies will race against each other virtually to gain activity points for the chance to win additional money for their chosen charities.

Tour de France Virtuel

The Tour de France has teamed up with Zwift to bring cycling fans and participants the opportunity to be involved in one of the biggest cycling events of the calendar year. Bringing in feeds from cyclists on zoom, as well as the technical information, viewers have an immersive viewing experience. Zwift has replicated the stages directly from the race, including the infamous finish on the Avenue des Champs-Elysées. The event is broadcast on local French TV channels.

To learn more about Grabyo and how we are helping global broadcasters, rights holders and media companies overcome these challenges with our cloud-based video production and editing platform – get in touch today.

Events Artery and The Food Bank Singapore host virtual talent competition using Grabyo

Events Artery used Grabyo to deliver Sing for Singapore, a virtual charity talent competition to raise funds for The Food Bank Singapore.

In order to help the most vulnerable Singaporeans affected by the COVID-19 crisis, Events Artery, the award-winning events agency, decided to host an online talent competition to drive donations to The Food Bank Singapore.

Using Grabyo’s leading cloud video platform, Events Artery was able to safely and remotely produce a fully virtual talent competition, called Sing for Singapore.

The competition invited everyone living in Singapore and Singaporeans based overseas to use their singing voices and talent to spread positivity and connect with their communities while raising money for charity.

Using Grabyo Producer, Grabyo’s advanced live streaming platform, Events Artery broadcast the quarters, semis, and finals of the competition live to Facebook over several days. Grabyo’s browser-based platform required no additional software or hardware, making it easy for guests, hosts, and judges to join the broadcasts. Bringing in remote talent from all over the world created a global reach for the competition and increased exposure for The Food Bank Singapore.

Using Grabyo, Events Artery could include graphic overlays to create a dynamic viewing experience and display a clear call to action to encourage donations to The Food Bank Singapore. Providing a high-quality viewing experience drives longer watch times and encourages engagement with the broadcast.

To supplement the live stream, Events Artery used Grabyo Studio to publish near-live clips to their Facebook page. Allowing fans to re-watch their favorite performances and ensure they didn’t miss a moment. The supplementary content was part of the over-arching campaign, #SingforSG which included submissions for the competition as well as fan comments and engagements.

Using both Grabyo Studio and Producer, Events Artery collaborated remotely and produced a high-quality video production from their homes.

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eSports is on the rise: Facebook, Twitch and YouTube, what is happening in the world of streaming platforms

In an unexpected announcement this week, Microsoft is closing Mixer, its live streaming service for games. The decision which left some gamers confused and angry as they found out live on their stream, comes as a result of Mixers inability to attract gamers away from rival platforms such as Twitch and YouTube.

Existing Mixer users are being urged to use Facebook Gaming, as the social media giant looks to increase its presence within online gaming and eSports in an attempt to rival Twitch. Owned by Amazon, Twitch is the most popular online gaming platform that allows users to live-stream from a variety of sources to their feeds as well as providing chat rooms for discussion. YouTube is an established video platform that has developed over the years to support gaming audiences but places less of a focus on live. The space left by Mixer could allow Trovo Live, owned by Chinese company Tencent a chance to expand into American and European live streaming markets.

Lockdown = more screen time

Despite being in lockdown and screen time increasing, Microsoft has made a decision to shut down its platform Mixer and team-up with Facebook. Mixer set out to provide the most engaging and interactive live streaming experience with its faster than light (FTL) streaming capabilities. Microsoft made the decision because the company didn’t feel it could meet its required standard with its current Xbox product. The viewership wasn’t high enough and the investment in the product wasn’t enough to compete with the established giants in the market. Microsoft had a few options, sell, invest with no guarantee or create a partnership. This new partnership with Facebook will accelerate the developments required to enhance the user experience, part of the upcoming Microsoft xCloud programme.

With this recent rise in eSports due to the pandemic it’s unsurprising that Microsoft would review their platform and strategy. Mixer has been struggling to keep up with competitors Twitch and YouTube despite signing some big names in the gaming community, including NINJA and Shroud to exclusively broadcast on their platform. The biggest challenges the Microsoft platform faced were audience reach and platform development. By teaming up with Facebook Gaming though, the potential audience size grows exponentially. As well as the increased audience size, Facebook also has increased development capabilities at their disposal having acquired 82 other companies. Based on the challenges experienced by Mixer the new partnership makes sense, however, the most important part of the platform is the users, will they want to move over to Facebook Gaming.

Facebook vs Twitch

Facebook is one of the largest social media conglomerates, also owning Whatsapp and Instagram, the company boasts a huge, diverse user base. One of the challenges will be moving users over. The fast and abrupt change to the platform will leave a sour taste for some, making their decision to move to Twitch easy. In the past few years, there have been concerns about Facebook’s security as well as some of their ethical practices. For some, it will be a decision based on the company itself rather than its capabilities. Perception is important in online presence, and Facebook’s multi-year dominance could be to their detriment with some gamers perceiving the platform as ‘archaic’, especially compared to the newer platforms like the popular video-sharing TikTok.

Amazon-owned Twitch is still the most popular video streaming platform. Users will often provide commentary and discussion alongside their streams as well as using a camera to film themselves. Twitch has a strong community foundation, with chat rooms allowing people to connect with each other as well as engagement features on their streams. Used by millions of people Twitch is going from strength to strength and there is no doubt that lockdown has supercharged this. The popularity of eSports increased during the lockdown, with fans either playing more themselves or watching eSports like FIFA20 to get their competitive sporting fix whilst waiting for live sport to return. The Twitch community is highly engaged as the platform delivers a low-latency high-quality service. As Facebook Gaming bolster their offering, Twitch will need to react to ensure they continue to increase their user base.

What else can Twitch offer?

Being owned by Amazon will almost certainly guarantee one thing, innovation. Over the past few years, Amazon has been renowned for its innovative style and continual development of products. With the return of Premier League football, Amazon is going to stream their matches on Twitch. These matches are usually included in their paid-for Prime product, the ones on Twitch will be available for free.

Embracing more than eSports fan-engagement, it will be the first Premier League football match streamed to Twitch. With increased viewership for matches returning since the hiatus during March and April, this could be a tactic to grow the awareness and reach of Twitch. Competing directly with YouTube for an interactive fan experience, Twitch will have some of the same features such as comments, engagements. There is a lot of uncertainty surrounding the format for live sports over the next six months, with fans attending and matches being played but could this be a longer-term move for Amazon.

The rise of Trovo and Tencent

Tencent has been testing streaming service Trovo Live in the US since March. The Chinese company is no stranger to gaming and eSports and currently owns Valorant and League of Legends developer Riot Games alongside stakes in Epic Games, Activision Blizzard and Ubisoft.

Trovo’s website boasts a similar design to Twitch – it has an almost-identical carousel that promotes streamers on the front page to the chat window on the right of the screen. You can stream on the platform using a third-party mobile or desktop broadcasting app.

Trovo has announced a Creator Partnership Program, which will ramp up in the coming weeks and reward creators with $30 million in payments over the next 18 months. Streamers can apply to the Trovo 500 program if they meet a certain minimum viewership requirement, have more than 50 followers and run high-quality broadcasts.

If Trovo can sustain growth and provide strong financial incentives for streamers to move to the platform, it could pose the most serious threat to Twitch out of all the other platforms.

The future of eSports

With the rise in popularity, the commercial opportunities in eSports have also increased. With more money being spent on the platforms, the players, and the technology, the presence of eSports has made an impact on the digital world. As new players enter the market, and other companies seek to avoid being left behind, the possibilities are endless. Twitch’s latest move to live stream football games as well as the pairing of Microsoft and Facebook Gaming makes the future very exciting. It could have a significant impact on fan-engagement and how brands interact with fans and users.

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Americas digital news round up

Here are Grabyo’s favorite content production ideas from around the sports and broadcast industry over the past weeks.

As things are beginning to slowly return to life as it was before lockdown, there has been some industry-first innovations taking place. Many sports are about to return to behind-closed-doors matches and tournaments, but the PGA Tour has been leading the way. One of the first sports to return, the tour created a multicast with Twitter to bring fans closer to the action than ever before. Moving events online has allowed some sense of normality to resume to the calendar despite audiences not being able to attend. There have been award ceremonies taking place and the MLB draft, also hosted online with a combination of guests and presenters working from scaled-back studios and their homes. In the absence of the Olympics, Team USA have been engaging fans on TikTok and some stadiums have been turning into restaurants on Airbnb. Another few weeks full of innovation to keep fans and viewers entertained.

PGA Tour Multicast

The PGA tour has teamed up with Twitter for a multicast fan engagement initiative at The Charles Schwab Challenge. The cast will feature nine video streams from across the course, featured on 20 different twitter accounts. The streams will follow groups around the course and include live commentary, bringing the fans as close as possible to the action. There will be celebrity guests featuring on the streams as well as audio from the players themselves as they wear microphones whilst playing. In a first for the sport, this initiative aims to attract more than just avid golf fans to the stream.

ESPSYS

No red carpet, no acceptance speeches cut short, and no after parties. The ESPYS looked different for the 2020 award ceremony. The Excellence in Sports Performance Yearly Awards shifted their focus this year to game-changers off the field, due to the lack of performances taking place on the field as a result of the pandemic. The award ceremony was broadcast to ESPN and live-streamed to Hulu and Sling, hosted by the trio of Rapinoe, Wilson, and Bird. Acceptance speeches were recorded at home and added to the broadcast to enable the winners to give their thanks and acknowledgment to those who provided support.

Team USA on TikTok

Without the Olympics taking place this summer, Team USA is enabling fans to see their favorite stars on TikTok. The channel is home to a variety of home videos. Fans can workout with the team and re-live some of the most memorable moments from over the past few years. It allows fans the opportunity to engage with the starts of the team in an authentic way, seeing inside their homes and also how the train and workout whilst they wait for full-training to resume.

@teamusa

@steeplesquigs will be sharing a LIVE workout at 8pm ET / 5pm PT on our TikTok tonight! 💪 ##teamusa ##workout ##fitness ##tiktokwellness

♬ LMK – lilxxel

MLB Draft

In a similar format to the recent NFL draft, the MLB had to take its 2020 draft online. Presented in the studio with only one presenter, the draft was broadcast on ESPN2. The draft also changed format, switching from the usual 40 round draft to a five-round draft over two days. To keep the fans engaged throughout the rounds of the draft, each pick was announced on social media with accompanying graphics. It also ensured fans didn’t miss a moment and could start following their new team members. Some of the players filmed themselves receiving the news, sharing the moments of tears and celebrations with their friends and families.

Dinner at the stadium?

There have been some innovative pieces of content created in the past few months as leagues and clubs wait for live sports events to return. One baseball club, The Pensacola Blue Wahoos, have listed their stadium on Airbnb. With no matchday revenue and having to move all other events online, it will provide temporary use of the stadium. For $1,500 you can use the facilities and sleep up to 10 people in the bedroom next to the clubhouse. It creates the perfect setting to produce some engaging TikTok and social videos.

To learn more about Grabyo and how we are helping global broadcasters, rights holders and media companies overcome these challenges with our cloud-based video production and editing platform – get in touch today.

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