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quality of our technical architecture,” says Parmenter. “Our innovation dollars are spent on improving quality of back-end service. It’s about delivering the best possible video experience wherever you are, whatever devices you’re using.” Though European and American audiences tend generally toward lean- back viewing, DAZN understands well that the majority of the world’s sports fans watch their content on mobile. There are households in the developing world that have no TV or computer, but multiple phones per person. As a result, DAZN plans to increase attention on the mobile space, which will be essential for its proposed growth in Southeast Asia. And as networks grow and the quality of connectivity increases globally, along with better and better mobile devices, the global demand for a good mobile experience will only increase. “We’ve identified mobile as a potential enabler of growth for DAZN,” says
Parmenter. “Mobile improves the capability for fans to watch games live or on demand, while mobile payments have the potential to help us interact with fans in different parts of the world. “We’re also at the dawn of 5G, which will make a huge difference for content providers. As technologies like superfast broadband and 5G proliferate around the world, OTT has the potential to overtake broadcast TV as a better, more personalised, intuitive and frictionless way to watch on every screen – and DAZN is perfectly positioned to take advantage of that. FINDING ENORMOUS AUDIENCES The company is ambitious, and its clear that it is looking to a market dominator like Netflix as an inspiration. It will be interesting to see if sports content viewers behave in the same way scripted viewers have or if there are dynamics massive on demand sports viewing we haven’t
foreseen yet. DAZN is going in with its eyes open, and with high hopes. “We want to do for sport what Spotify has done for music and Netflix has done for TV. The nature of our offering means we see enormous audiences come in to watch live events, just minutes before they start – which is unprecedented compared to scripted content, so we need to be prepared to deliver that quality of service.” DAZN has been busy on the industry event circuit and will be making an appearance at the Sports Pro Live Summit, which runs in London from 30 April to 1 May, with DAZN Group’s chief business development officer John Gleasure taking to the stage to discuss the changing sports video market and the disruption it intends to continue. FEED is a media partner for the Sports Pro Live Summit and we will be providing full coverage both from the event and in FEED magazine. Learn more about the summit at live.sportspromedia.com/
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