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The effect of mobile-led sports on the television industry

19 Dec 2016, by Informa Insights


When Optus acquired the Premier League they knew they were tapping into a winning market.

But the deal in fact created a ripple throughout the media industry, redefining people’s viewing preferences and expectations of television in general.

“We were surprised by the level of demand for a mobile-led service” says Optus Head of Content, Paul Rybicki, in an exclusive interview with Informa.


< Paul Rybicki, Head of TV & Content, Optus, is due to speak at the OTT TV Summit in March 2017.

The Premier League acquisition, which earned them exclusive Australian broadcast rights for three seasons, was part of Optus’ broader strategy to differentiate from other major telco’s through the curation of high-quality, high-in-demand entertainment. They created a unique, customer-centric platform, catering for “all the anticipated needs and desires of a Premier-League fan”.

“We intended to provide an offering that would complement the big-screen experience. But within just six months mobile-viewing has heavily replaced it”, says Rybicki.

The anytime, anywhere convenience of mobile-led Premier League has not only fed existing appetite, but also created further appetite; introducing the sport to people who previously didn’t have access, including new demographics.

With all of this rapid evolution, Rybicki stresses the importance of keeping a close eye on customer and viewing data to guide virtually every decision relating to your model.

“Time of broadcast, type of content, and how you choose to monetize it should never be left to chance”, he says.

Rybicki will be sharing exclusive insights about the Premier League acquisition and further details of Optus’ content strategy in general, at the forthcoming OTT TV Summit, hosted by Ovum.

Learn more about the Summit and book your place here.


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