Fox Sports hit digital milestones last year as the exclusive social media programming it built around major sporting events such as the FIFA Women’s World Cup France and the World Series Game to grabbed the attention of online audiences.
The network said it attracted . billion total video views across social media sites such as , , Twitter and YouTube, as well as streaming platforms. That’s a gain of % over the previous year, and a record for Fox in terms of digital video consumption.
“Amplifying Fox’s television rights — that now extend into the digital sphere — amplifying our talent and creating bespoke digital original content that works well on these platforms — that’s been a recipe for success,” said David Katz, Fox Sports’ head of digital.
As the audience for professional sports fragments, Fox has developed content to capture the viewer during different points of the day, and on different screens.
Fox hosted original post-game shows on Twitter during the Women’s World Cup Soccer competition in France, which allowed fans to pose questions to Fox analysts and digital hosts President Trump’s Twitter feud with team co-captain Megan Rapinoe certainly helped spark conversation. Digital audiences couldn’t get enough, streaming million minutes — a gain of % from the previous Women’s World Cup competition in .
During Game of the World Series, digital hosts Dontrelle Willis former National League Rookie of the Year and Jonny Gomes former Boston Red Sox outfielder held court from their seats in center field, chatting with guests such as Cy Young winner Roger Clemens. After the game, the digital feed lingered on the field, for viewers to savor the Washington Nationals’ victory celebration, then followed the team into the locker room for the champagne toast.
It became Fox’s most-streamed Major League Baseball game.
The NFL on Fox streaming delivered its best regular season, with the NFL Sunday audience growing % year over year. Instead of focusing on game highlights, which are widely available, Fox tapped talent to provide analysis and perspective online. For example, Fox’s Sunday morning TV hosts, Terry Bradshaw, Howie Long, Michael Strahan, Tony Gonzalez and Curt Menefee, appear on Monday morning on Watch, where they respond to viewer questions.
Other Fox Sports digital initiatives saw gains. Highlights of Skip and Shannon: Undisputed, a daily TV show starring Skip Bayless and Shannon Sharp, crossed a billion lifetime YouTube views in December. Fox also logged social video gains for NASCAR up %, college basketball up % and college football up %.
“We view every American as a potential viewer of our content, depending on what teams are playing and what events are on,” said Katz. “It’s incumbent on Fox to make this programming available to the broadest possible audience.”
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