Narrative: Live video is the next big thing
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Narrative: Live Video is the Next Big Thing (Jan 24, 2017)
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Facebook Secures TV Rights for Less Interesting Champions League Soccer Games Through Fox (Jun 27, 2017)
Facebook has been dabbling in sports rights here and there, and already has a deal for a twenty Major League Baseball games during the 2017 season. Now, it also has a deal to show some European Champions League games in the US through Fox, which owns the TV rights. The games Facebook shows will be the the lower profile ones which aren’t shown on live TV but which have been available through Fox’s streaming apps. Given that the focus is on these lower-tier games, it also has no rights to the last two rounds of the tournament, which features the top club soccer teams from throughout Europe. The article here from Bloomberg talks up the amount of social activity around soccer on Facebook, but of course the US is famously resistant to soccer, so only a fraction of the overall numbers relate to the US specifically. I certainly count myself among those who watch the Champions League here in the US, but almost exclusively the top-tier team I support, which almost certainly won’t be featured in any of the games Facebook shows. And that’s the challenge here – this deal sounds good in principle, and for any fans of relatively obscure European teams who happen to be living in the US (or who watch soccer indiscriminately regardless of the teams playing) this might be a nice value-add on Facebook. But this doesn’t seem likely to attract much bigger audiences than the MLB games on Friday nights.
Twitter Hires Former Bloomberg Exec to Lead Live Video (May 22, 2017)
Twitter already has a deal with Major League Baseball to stream some games, and now it appears Facebook has a similar arrangement. The latter will broadcast 20 Friday-night games throughout the season. Given other recent deals for major sports, including Twitter’s last year for Thursday night NFL games, that might sound like a lot, but of course there are 30 teams in the MLB, each of which plays 162 regular season games, which means that including the postseason there are nearly 2500 games in total each year, so Facebook will air less than 1% of the total. And I’m guessing Friday night games have among the lowest viewership of any games, so this feels like a low-risk proposition for MLB and an experiment at best for Facebook. For viewers, too, the chances that Facebook will be showing the one game your team is playing in any given Friday night will be slim. But this feels like a good step for Facebook as it both scales up its live broadcast offerings and feels out what the audiences will be like for sports on Facebook.
★ Twitter Announces a Dozen New Video Deals (May 1, 2017)
Last week, the day before Twitter’s earnings, it briefed BuzzFeed on its plans for 24/7 live video, and this week it’s announcing that it will achieve that objective at least in part through an expanded partnership with Bloomberg. But whereas Twitter has so far just carried the standard Bloomberg stream, this new partnership will have at least some exclusive content and also apparently a broader coverage than the existing, very business news-oriented, channel. As of when I’m writing, all the details aren’t out yet, but the channel is to begin airing sometime in the fall. This is an interesting partnership, but I reiterate what I said last week, which is that just having content is not the same as having compelling content, and even if there’s an exclusive element to this Bloomberg deal, business news or even news in general doesn’t quite fit the bill. I’m intrigued to see the details here, but as of right now I have a hard time seeing this make a big difference to Twitter’s smallish live video audience (just 14% of its monthly active users watched even 2 seconds of one live video last quarter), let alone its overall growth or ability to monetize its audience better.
Update (3:40pm MT): Bloomberg and Twitter have now announced some more details around the new channel, and it’s an interesting idea: become the breaking news network that takes what’s happening on Twitter and curates and verifies the information before feeding it out in a live TV show. Given how central Twitter is to the 24/7 news cycle already, I’m not convinced this is new and different, and if the emphasis here is on verification (certainly not a bad thing) it may actually mean the in-house network is slower to break news than CNN etc. One of the big problems with 24/7 news coverage is also always the challenge of filling time and keeping viewers engaged, which lends itself to sensationalism (to make unimportant stories seem important) and lots of filler material (because there’s never always something newsworthy going on). It’ll be interesting to see if Bloomberg and Twitter can collectively overcome these two, because otherwise we’re just getting yet another always-on news channel with little to differentiate it. The proof is totally going to be in the pudding with this one.