DAZN, the online sports streaming service owned by DAZN Group, 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 maximizing 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.
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.
Its 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.
"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."
Reda Maher, VP Social at DAZN