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Why Streaming Social Media Platforms Should Look to Music, Sports and Kids' Content
By: The Drum
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Live streaming platforms are hot right now and they’re moving increasingly into professional content with rights deals that, not that long ago, would have been the domain of traditional broadcasters. Snapchat’s recent three-year agreement to share live moments from the Wimbledon tennis tournament and Twitter’s deal with the NFL in the US are indicative of a directional change in rights dynamics in this sector.

The strategy makes sense. Our consumer research shows that the ‘lost’ Generation Z segment over-index for (skew towards most heavily) video sharing and streaming apps like Instagram, Vine, Periscope and Snapchat. It also shows that the profile of these app users skews heavily towards Gen Z and younger Millennials in age and profile. Reaching this audience is key.

Getting the content mix right will be crucial though. It’s interesting that an analysis focused specifically on users of social video apps (Vine, Periscope, Facebook Video, Snapchat) pushes sport to the fore as we’ve generally found sport to be a less important driver for the most connected millennials than for the older traditional pay TV subscriber.

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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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