Digital TV Research predicts that global OTT TV and video revenue will reach $64.8 billion globally by 2021 while there will be as many as 383m Subscription Video on Demand (SVOD) subscribers.
An artificial intelligence bot which imitates legendary Sky Sports presenter Jeff Stelling is part of a new approach for broadcasters to engage with sports fans.
San Francisco-based GameOn Technology has built the Sky Sports Jeff Bot which fans can message to find out fixtures, scores and results as well as news and views.
It is also working with American media giant Sports Illustrated to bring a similar experience to fans of the NFL and NBA playoffs using its proprietary platform.
The evolution of social technology and emergence of chat as a way for fans to engage directly with their favourite sports teams is also changing the way rights holders engage with their fans.
It is no longer enough for broadcasters to secure rights for competitions on the myriad platforms now available and expect people to just watch: they must harness “over-the-top marketing” by going the extra mile on interactive mobile content.
OTT broadcasters are going to have to create supplemental, easy to consume content that will set them apart from competitors who have paid for the right to stream that same live content.