MAKING SONYLIV THE GO-TO OTT SPORTS PLATFORM
SonyLIV, the digital OTT (over-the-top) platform from Sony Pictures Networks India, has been in the football OTT space for close to five years now, having started with the FIFA World Cup in 2014 and then the 2016 Euro tournament. However, this year’s football World Cup has been different for the platform for a variety of reasons, says Uday Sodhi, EVP and Head Digital Business, Sony Pictures Networks India. Perhaps the biggest among them is the fact that the platform reached the 70 million user mark during the tournament, outdoing their projection of 45 million. “This year’s FIFA World Cup was of course a big event for us at SonyLIV because for one, the match timings this time were ideal for Indian audiences. We also worked to build a great deal of interest and buzz around the tournament with campaigns like Meri Doosri Country and ScreamLoud. We hit about 70 million users for the entire tournament, as per Akamai data,” Sodhi tells us.
Sodhi is also pleased with the average time users spent on SonyLIV. “The average time spent on the site during the World Cup was about 16 minutes. For a 90 minute game, 16 minutes is a good number! Some of the paid subscribers have obviously spent much more time on the site than the ones watching it for free,” he says. Aside from broadcasting games in six languages, SonyLIV brought in a few innovations to engage with users better. “With Match Centre, we gave viewers a better experience by providing real time data and updates on the matches, allowing them to get real time stats and data on a player or team during the game. During the studio shows on TV, we ran interesting contests for fans to participate in through SonyLIV like predicting the winner of the game,” he explains.
The football extravaganza saw brands from diverse sectors on board with SonyLIV, a testament to the fact that advertisers are looking beyond urban, premium audiences. Talking about advertiser interest in the tournament this year, Sodhi adds, “We had 36 advertisers who partnered with us for the entire World Cup, and we did a lot of innovative stuff with these brands. It’s been interesting to see the diversity in the brands that have come on board – we have had advertisers like Patanjali, Apple, Godrej, Mondelez, ITC, VIP, etc.”
“Our aim is to make SonyLIV the go-to platform for all things sports. We have also invested heavily on the movies front, so there is a lot of content lined up that will capture the viewers’ attention. Most of our traffic today comes from TV shows, movies and live sports, so we will continue to keep the focus on that. With our GEC and cinema content, our aim is to offer the best possible entertainment line-up for our consumers,” Sodhi says.
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