FanDuel's Streaming Revolution: Unlocking New Audiences for NBA and NHL
The sports streaming landscape is evolving, and FanDuel Sports Network is at the forefront of this revolution! As the holiday season approaches, FanDuel is witnessing a significant surge in viewership for its NBA and NHL coverage, thanks to a strategic blend of streaming and linear TV growth.
FanDuel's Regional Sports Networks (RSNs) have seen a remarkable 12% increase in total audience viewership for NBA games, with linear TV numbers rising 2% year-over-year. However, the real game-changer is the focus on in-market streaming, which has injected new energy into the network's viewership.
David Coletti, FanDuel's research head, attributes this success to a shift in viewer behavior and strategic marketing: "We're witnessing the ongoing migration of viewers into the streaming ecosystem, and our collaborative marketing efforts with partner teams have been crucial in educating fans about streaming options." Coletti highlights the importance of making fans aware of how to access their favorite teams online.
But here's where it gets interesting: Nearly every NBA team on FanDuel's RSNs is experiencing a substantial increase in unique streamers per game, with some teams boasting triple-digit growth. The total minutes streamed for NBA teams on FanDuel's RSNs has skyrocketed to 300 million, a 56% increase from last season. Notably, 88% of these streaming minutes are through direct-to-consumer (DTC) products, indicating a strong consumer preference for direct access.
The Detroit Pistons take the lead among FanDuel's NBA partners, with a staggering 97% total audience growth. Other notable performers include the Atlanta Hawks, Miami Heat, and San Antonio Spurs, all experiencing healthy increases.
Fire and Ice, a Tale of Two Leagues:
FanDuel's NHL coverage is also off to a blazing start, with total audience viewership across RSNs surging by 26%. Linear TV viewership has increased by 24%, while streaming has soared by 61%. The total minutes streamed for NHL teams on FanDuel's RSNs stands at 204 million, an impressive 69% increase. Every NHL team on FanDuel's RSNs is witnessing double or triple-digit growth in unique streaming numbers.
The Columbus Blue Jackets top the charts with a 69% increase in viewership, followed by the St. Louis Blues, Los Angeles Kings, and Detroit Red Wings, all enjoying substantial growth.
Coletti provides an insightful perspective on the role of sports content in the pay-TV ecosystem: "Sports content is the glue that keeps many viewers in the pay TV bundle. We're capturing those who left the bundle for various reasons but still crave their local team's action. Interestingly, a significant portion remains in the bundle solely for sports."
Controversial Question: Is the rise of streaming a threat to traditional TV, or can they coexist peacefully? Share your thoughts below!
