Super Bowl Sunday is on the horizon. Across the country football fans are preparing for the big game, deciding who they are going to root for, planning watch parties, and organizing snacks. The Super Bowl is an event with many long-standing traditions, but one thing that’s evolving is the way viewers are watching the game. In 2019 2.6 million viewers live-streamed Super Bowl LIII, a record-breaking increase of 20% compared to Super Bowl LII in 2018. With predictions suggesting that 1 in 4 viewers will live stream Super Bowl LIV, the trend of viewers moving away from linear tv in favor of over-the-top (OTT) services that stream live events is clear.
OTT content is commonly thought of as on-demand video. However, the number of OTT services offering viewers access to live events are on the rise. If you’re not familiar with the concept of OTT live streaming, it refers to content delivered over the internet to end-users in real-time. Live streaming allows users without access to traditional broadcast television or cable subscriptions the ability to watch live events on the internet-connected device of their choosing. For example, a live stream of this year’s Super Bowl can be accessed through subscription services like Hulu, Fubo TV, Sling TV, AT&T TV Now, or for free using the Fox Sports app.
Live events like the Super Bowl draw in large and captive audiences. Advertising in live events is a win for brands; due to the lean-in nature viewers are often more engaged in the content and the advertisements within it. A study conducted by the IAB reports that 64% of respondents have engaged with an ad while live streaming video, leading to improved brand recall, click-throughs, and site visitation. As viewers move away from traditional broadcasts to streaming live events, it’s important that brands include OTT as part of their media buy.
SpotX has brands covered when it comes to reaching audiences during live events. Through our partnerships with premium media owners, SpotX can help brands access live content for sports, news, political and other major events. Backed by inventory knowledge, robust forecasting tools, and advanced targeting capabilities, the experienced account teams at SpotX are available to advise and help brands reach their desired audience.
With 56.1 million households expected to be cord-cutters or cord-nevers by 2023, live streaming is a growing opportunity for advertisers. If you’re an advertiser looking to get your brand in the game check out the SpotX live playbook and 2020 event calendar to learn more, or use SpotX Explorer to get started today.
This article was written by Jaycee Spies, product marketing intern at SpotX