![]() Most rights owners are not able to capture that demand, so we wanted to create a platform that could do that to take that demand, reach the consumer wherever they are, give them the opportunity to transact, and do that within a very protected environment.įans attend a concert at the Nou Camp in Barcelona during the Cruilla XXS Festival in July How has the dearth of live events impacted your rollout? ![]() For example, they might want an opportunity to watch the rest of an ongoing match. We started to think about that in the context of sport but since then realised that it is an opportunity to expand beyond sport. We think it is ready for disruption and LiveNow is a platform that is designed to do that. We think that is a long-term problem but it is also an opportunity. They can’t access premium sport because it’s behind a paywall, so when you look at all of those factors, you see that sport has got an issue – it’s not reaching enough of a new audience and bringing enough new people in. ![]() This was before Covid-19, by the way, and while sports values are maxing out under the current model and current OTT providers are struggling to maintain all of the value in customers coming out of cable and going into OTT, the majority of sports fans remain disenfranchised from the system. Secondly, we also have the belief that the distribution model needs to be innovated. We come from the sports space – we’re doing 30,000 to 40,000 hours of live content a year around the world – and the ability to bring a live audience together is such an important medium. This came out of Andrea’s and our passion for live events as a medium. The idea was to create a new kind of distribution platform, devoted to live events. What was the inspiration behind the LiveNow product? Here, Watson – who also doubles as executive chairman of Eleven Sports – tells SportsPro how the LiveNow service will seek to convert new and younger fans as part of a “truly global” offering that aims to transform a “struggling” sports rights model in the wake of Covid-19. Now, having carried out extensive beta testing, including the live streaming of content from sister company Eleven Sports’ portfolio of rights, Aser Ventures director Marc Watson says the platform is committed to building out its own unique sports rights offering on a freemium basis, including PPV events priced at between €2.99 (US$3.50) and €5.99 (US$7.10). It should come as no surprise, then, to see a standalone direct-to-consumer (DTC) service dedicated to the live experience adopt the same guiding principle.Īs part of LiveNow’s launch last month, Aser Ventures founder and chairman Andrea Radrizzani vowed to “disrupt the current pay-TV market with an innovative new service that democratises access to live content”, one that would do so by becoming what the company calls ‘the world’s biggest live content PPV network’ across sport, concerts, plays and conferences. Media conglomerates are beginning to bundle their sports OTT services into wider digital entertainment offerings in an effort to incentivise subscribers looking for a more rounded content package. But while the industry scrambles to commandeer a portion of audiences turning their backs on paid monthly contracts, a pay-per-view (PPV) offering that serves multiple verticals and consumer preferences could well help rights holders and event organisers within sport expand their reach, engagement and revenue. In that sense, the global rollout of Aser Ventures’ new LiveNow OTT product is by no means a revolutionary step. With broadcast industry trends pointing to increasing digital advertising spend amid a continued consumer transition away from traditional pay-TV subscriptions, over-the-top (OTT) media is fast becoming a staple of the modern-day, home-viewing experience. The launch of a new streaming platform is no longer considered to be a novel venture.
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