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Home Blogs 스포츠 권리 보유자가 소비자 직접 스트리밍을 활용하여 비즈니스 성장을 촉진하는 방법

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스포츠 권리 보유자가 소비자 직접 스트리밍을 활용하여 비즈니스 성장을 촉진하는 방법

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About The Author

Eric Black

Eric joined Edgio in 2023 to lead the company’s Media business. A 20+-year veteran of the digital video/live streaming industry, Eric leads the company’s growth in delivering the highest quality linear, live, and on-demand video experiences. Prior to joining Edgio, Black led NBC Universal’s media technology strategy across a host of digital properties during pivotal moments in the evolution of live streaming. He managed the first-ever live stream of a Super Bowl in 2010, delivered six Olympic Games (including the Rio 2016 Olympic Games, the largest digital event in history at the time), the 2018 FIFA World Cup, and Presidential debates. He also guided the team that launched NBC Universal’s Peacock in 2020. The systems built by Eric have focused on both high concurrent traffic and scale, and now deliver more than 20,000 events per year, resulting in billions of consumed minutes. His enormous contribution to the success of live event streaming has been recognized with nine Emmy awards. He is also a two-time winner of the IOC Gold Ring for Best Olympic Digital Service for the 2016 Summer Olympics and the 2018 Winter Olympics, and the recipient of the Edward R. Murrow Award for 9/11 coverage in 2004. In addition, he was honored with the 2013-2014 Technology and Engineering Emmy Award for Pioneering the Delivery of Pay TV Linear Video to Consumers Owned and Managed Devices Over an IP Connection.

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이 블로그는 소비자 직접 스트리밍이 미디어 환경을 어떻게 변화시키는지에 대한 두 부분으로 구성된 시리즈 중 첫 번째 블로그입니다. 2부를 읽어보세요.

스트리밍 환경은 빠르게 진화하고 있습니다. 경제적인 기술을 통해 미디어 기업은 D2C(Direct-to-Consumer) 서비스를 출시하여 스포츠 TV 시장을 재편하고 있습니다. 애플, 아마존, 구글과 같은 거대 기술 기업들이 기존 선수들과 경쟁하기 위해 막대한 투자를 하고 있는 반면, 스포츠 리그와 조직들은 그 어느 때보다 D2C를 수용할 수 있는 역량을 갖추고 있다. 소비자 관점에서 스트리밍은 시청자 경험 측면에서 방송을 능가하고 ‘이동’ 옵션으로 자리매김하고 있습니다. 치열한 경쟁이 치열한 스포츠 스트리밍 시장에서는 모든 것이 필요하며 올바른 장기적인 비즈니스 전략이 필수적입니다.

실험 시대

스트리밍 서비스 및 방송사는 현재 권리와 콘텐츠의 배포를 실험하고 있습니다. 시장은 유튜브, 아마존, CBS, ESPN, NBC, 폭스, 공작, 애플과 같은 플레이어가 다양한 부동산에 대한 권리를 소유하고 있기 때문에 그 어느 때보 다 세분화되어 있습니다. 스포츠 팬들은 이제 자신이 좋아하는 팀의 모든 경기를 시청하기 위해 여러 구독을 해야 하므로 소비자의 비용과 복잡성이 증가합니다. 더 큰 스포츠 조직은 광범위한 권리 전략의 혜택을 누릴 수 있지만 더 많은 틈새 스포츠는 대안 옵션을 모색하고 있습니다.

Peacock의 WWE 오퍼링은 저렴한 가격으로 콘텐츠를 한 곳에 통합하여 팬들에게 주요 라이브 이벤트를 원스톱 쇼핑으로 제공합니다. 한편, 캐나다 하키 리그(CHL)는 고급 스트리밍 기술을 활용하여 시즌당 2,000개 이상의 경기를 중계하며, 하키 관객에게 주류 수준의 품질을 제공합니다. 지역 스포츠 네트워크 (RSN)는 더 많은 게임을 방송하고, 권리 투자를 극대화하거나, 처음으로 전용 관객에게 틈새 스포츠를 선보일 수 있습니다.

새로운 수익 창출 전략을 촉진하는 기술

권리 구매자는 장기적인 권리 거래를 정당화하기 위해 매력적인 비즈니스 사례를 구축해야합니다. 스트리밍 기술을 합리화하고 비용 및 운영 효율성을 높이는 것은 콘텐츠 투자를 위한 리소스를 확보하는 데 핵심적인 요소입니다.

스포츠 스트리밍을 위한 하나의 모델은 없습니다. 서브스크립션과 함께 광고 지원 모델이 탄력을 얻고 있으며 팬들에게 보다 접근하기 쉬운 가격 포인트를 제공합니다. 한편, 다른 사람들은 4K UHD 비디오 또는 Dolby Atmos에 대한 추가 비용을 지불하는 것을 기쁘게 생각합니다. 무료 광고 지원 TV(FAST)를 통해 저작권 소유자는 리니어 채널을 생성하고 스트리밍 유통업체를 통해 콘텐츠를 신디케이트하여 광고로부터 새로운 수익을 창출할 수 있습니다.

D2C 제품을 성공적으로 출시하려면 유연성과 복잡한 기술이 필요하며, 특히 규모가 커야 합니다. 수백만 명의 동시 시청자는 프리미엄, 표준 또는 하이브리드 구독으로 나눌 수 있으며, 각 시청자는 CTV 또는 모바일과 같은 다양한 장치에서 시청합니다. 장치, 위치 및 대역폭을 기반으로 최적의 품질을 보장하는 것이 중요합니다. 어려운 도전처럼 들리지만, 기술은 이제 성숙합니다. 숙련된 벤더는 이벤트 설정 및 관리에 드는 비용과 복잡성을 줄이고 있습니다. 오늘날, 10명 미만의 팀으로 구성된 팀은 100명이 필요했던 것을 처리할 수 있으며, 2023년은 D2C 스포츠 서비스를 시작하거나 다시 상상할 수 있는 완벽한 시기입니다.

Uplynk는 스트리밍 비즈니스를 강화하기 위해 단순하고 확장 가능한 워크플로우를 제공합니다.

주니퍼는 복잡성을 줄이고 미디어 기업이 신속하고 비용 효율적으로 서비스를 출시할 수 있도록 지원하는 신뢰할 수 있고 유연한 솔루션을 제공하여 브랜드가 비즈니스 차별화 요소, 고객 성장 및 콘텐츠 전략에 집중할 수 있도록 지원합니다. Uplynk는 모든 글로벌 시청자에게 최고 품질의 리니어, 라이브 및 온디맨드 비디오 경험을 스트리밍하는 동시에 수익화 전략을 활용하고 최소한의 리소스로 확장할 수 있는 핵심 기반을 제공합니다. Uplynk는 수십만 건의 라이브 이벤트를 처리했으며 2022년에는 24억 건의 이벤트 뷰, 33억 시간의 스트리밍 비디오, 2억 2천만 시간의 광고를 생성했습니다.