SOCIAL
YouTube Outlines Initial Pricing for its Upcoming NFL Broadcasts
YouTube has released the initial pricing for its new ‘Sunday Ticket’ NFL broadcasts, which is part of its expanded push to win over more YouTube TV subscribers, and take up a bigger share of the traditional TV ad market.
But it’s pretty pricey right now, which could keep many viewers on the sidelines.
As per YouTube:
“For our YouTube TV members with a Base Plan, the NFL Sunday Ticket add-on is available during the presale at $249 for the season, a special launch offer savings of $100 off the retail price of $349 for the season. We are also offering a bundle option with NFL Sunday Ticket and NFL RedZone for a total of $289 for the season during the presale, another launch offer of $100 off the retail price of $389 for the season. Fans who sign up for NFL Sunday Ticket with the YouTube TV Base Plan will have access to not only 100+ live channels, but also every Sunday game, including local, national, and out-of-market games.
To clarify, the cheapest price for YouTube’s Sunday Ticket NFL broadcasts, for the full season, is $249 per year, but that’s with an existing YouTube TV subscription, which currently costs $72.99 per month. So you’re looking at over $1,000 per year to catch these exclusive NFL broadcasts, with a range of variable pricing on top of that, depending on your choices.
The high price point reflects the costs that YouTube is taking on to host NFL content, with the platform reportedly paying around $2 billion for the rights, after a bidding war with competitors. YouTube says that it is working with the NFL to improve its broadcast offerings, but at this stage, it‘s a costly add-on – though the reliability of YouTube as a streaming service could see fans willing to pay up, which could also help to build YouTube’s TV presence, and facilitate more opportunities.
People watching YouTube content on their home TV sets has been the platform’s fastest-growing usage category over the past five years, which is helping YouTube to evolve from an online video platform, to a fully-fledged TV alternative. Indeed, these days, many young people never watch traditional TV at all, and the more that YouTube can win over this market, the more it solidifies its position as the key advertising platform for maximum reach.
Sports content could play a big part in this, while YouTube’s also developing new sports viewing experiences, like Multiview, which will enable fans to watch multiple games at once.
That too could become a key element. More and more younger users are growing accustomed to consuming multiple media inputs at one time, and the capacity to view several things on the big screen could be a big lure in getting more viewers more interested in YouTube’s TV offerings.
And as noted, for advertisers, that could be a big win, which may eventually propel YouTube to the peak of ad targeting, in order to maximize reach.
It’s a pricey gamble for now, but it’s the first stage in a broader push from YouTube to expand its footprint.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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