Which City Wins The 2015 Streaming Bowl?
Thursday, December 3, 2015
This week we launched the first iteration of an ongoing series called the Video Index Extra, where we dive into the data to show trends occurring as TV moves online. Our first free Video Index Extra is available here.
What did the first report focus on? Well, here at Ooyala there are two things we particularly love: data and sports. So we wondered, who would win if sports cities didn’t go head-to-head for points on the scoreboard, but rather who watches the most sports content online on gameday?
In short, who would win Streaming Bowl 2015?
Of the 32 NFL football markets, we analyzed the top 15 that represent what we see as the biggest rivalries in the sport. We calculated the share of sports video plays, as a percentage of all online video plays during five recent football Sundays: Sept. 13 through Oct. 11.
Head-to-Head Percentage of Total Sports Video Plays:
The two top cities that watched the most sports content are Green Bay and Pittsburgh, spending nearly 70% of their total online viewing with sports, which is particularly notable for Green Bay given they are the smallest pro football market in the U.S. and their overall online viewing is dwarfed by major metropolitan areas like New York and Chicago.
A recent CNBC article on the data also provides an in-depth heat graph of which cities watched the most sports on the specific Sundays.
For any sports content provider in the U.S. data like this should help tailor their video strategy, optimizing what content they publish, when and to which market to target to get the most return in both viewership and revenue. The findings show that sports providers shouldn’t rule out smaller markets when it comes to monetization. In fact, they may be able to demand higher ad dollars for sports content where there are pockets of highly engaged audiences watching a large quantity videos. That’s not to say major metropolitan cities like Chicago and New York are not valuable, those regions drive massive amounts of total video plays and lots of video views still equal lots of revenue.
The full report, diving into city engagement by population and a look into overall online video plays can be found here.