With the growing development of broadcast technology in Indonesia market, supported with growing economic power and familiarity toward video-on-demand services, Indonesia is enjoying a growth in Over-The-Top subscription for entertainment product. The trend includes in football where since 2018, the broadcast partner of Liga 1 and Liga 2 attempted to stream live football matches through their OTT platform, vidio.com. The year 2019 also became a milestone with the introduction of Mola TV as the official broadcaster of English Premier League for three consecutive seasons.
Understanding its potential, LEVELUP decided to have a study regarding market’s responses and consumption preferences upon live football matches subscription through OTT platforms. The study covered topics related to platforms subscription, how often a user watch live football matches through the platforms, satisfaction perception, value for money, types of subscription, preferred payment method, up to non-football content preferences should they use the platform to watch other entertainment product. Participants of the study reached 114 valid responses with 84.21% of the respondents are male and 53.1% of the respondents are at 21-30 age bracket.
The study revealed that at the very least 52.63% of the respondents have subscribed to monthly or annual subscription of live football matches. Consumers of Mola TV has a higher usage rate potential with 24,56% of the users who subscribed to Mola TV watch more than 1 game per matchweek compared to Vidio.com (only 16.67%) and beIN Sports (8,77%).
A unique aspect of beIN Sports is the broadcast of its football matches is also sublicensed to Vidio.com. In one sense, it enriched the content distribution reach of beIN Sports football properties to the market but on the other sense, it sacrificed the exclusivity opportunity to drive consumers to their owned platform.
Analysis related to satisfaction, value for money, payment preferences, and content variation will be covered in another article.
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LEVELUP is a specialized business strategy and advisory firm for sport industry. We provide solutions related to fans insight, commercial strategy, and sport business consulting for a more comprehensive solution.