Last week, SportTechie reported
that Buzzer, a mobile app that livestreams key moments of sporting events in exchange for micropayments, has attracted a demographic of NHL fans nearly half as young as the league’s traditional average-viewer on television.
During the 2020-21 NHL season, Buzzer let users pay as little as .99 cents to stream the last two minutes of any period across all regular season and postseason games. This proved hugely popular among 18- to 28-year-olds, who made up 72% of the users that bought these NHL moments.
This fits the hypothesis of Murray Barnett, Sports Pundit Explains... podcast co-host and a director at media consultancy, D2C Sport, who told SportBusiness
, “Micropayments are not just about incremental revenue or reducing piracy.”
“For younger generations of cord cutters this may be the only way to reach them. They are mobile-first. They are the “House of Highlights” generation. Clips and short-form content are their thing. They are not inclined towards, nor able to pay, a substantial monthly subscription.”
Barnett concluded that, as with anything new, the first step is the most challenging: reducing the friction of the user onboarding experience. The challenge for growth will be ease of use and a clear articulation of the benefits to consumers. Micropayments won’t replace broadcast or OTT subscriptions, but they could offer some extra revenue, reach and perhaps most importantly, relevance.
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