Why football on OTT spells tremendous opportunity for brands

Disney+ Hotstar is set to deliver a reach of 8 to 10 million viewers for the Bundesliga; here's what it can mean for brands

e4m by exchange4media Staff
Updated: Jun 20, 2020 3:02 PM
digital

Audiences, today, are demanding great content options. This is representative of the times we are in and more importantly, the advertising potential. As live sports return, the opportunity for brands has grown further.

Seeing it, believing it

India’s largest streaming platform, Disney+ Hotstar is set to deliver audiences on a greater scale than ever before. The Bundesliga is already underway and will continue till June 27, 2020, while the Premier League started on June 17, 2020. The platform is expected to deliver a reach of 8 to 10 million viewers for the leagues.
The excitement among fans is palpable, as seen on social media, and is mirrored by the viewership. The Borussia Dortmund vs Bayern Munich match on May 26, 2020, saw a four-fold rise in peak concurrency over the Bayern Munich vs Borussia Dortmund tie on November 9, 2019.

Data reveals that Maharashtra, West Bengal, Delhi, Tamil Nadu and Karnataka are the top five states viewing football and accounting for approximately 55% of Disney+ Hotstar’s viewership of the game.

The numbers also reveal the top five most popular Premier League teams on the platform - Manchester United, Manchester City, Liverpool, Chelsea and Arsenal.

Time to strike

Brands can cash in because these viewers are more affluent as compared to the average mobile consumer. There are multiple partnership opportunities to reach this affluent audience in the Disney+ Hotstar roster. During the live feed, brands can use mid-rolls and pre-rolls that can be targeted to specific audiences. A broader range of brand ownership opportunities around weekly content includes highlights, goals of the week, saves of the week, player of the week and top moments.
With active advertisers – Audi, LinkedIN, AbinBev and Jaguar Land Rover, to name a few – seeing a huge impetus in their marketing campaigns, the never-seen-before viewership numbers live football offers on Disney+ Hotstar promise tremendous ROI.

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