Top of the clubs! How the top leagues rank in digital communication and why AI is the key to future success

19. August 2019

//K

un

de

n2

TeraVolt: Consulting, Creation and Producing

• Owner-operated digital agency for enhanced TV

• Based in Hamburg

• Founded 2006

• More than 40 Employees follow the mission statement Excellence

• Experts for digital transformation in broadcast entertainment

• Providing interactive layers, apps, VOD-stores, advertising solutions, consulting for broadcasters and platforms

//

Which distribution channels and opportunities do clubs of the 5

major European leagues use?

Is the Premier League the expected front-runner?

Is AI already used to distribute content?

Top of the clubs! How the top leagues rank in digital communication and why AI is the key to future success

Analysis:

Sample / Social Media Distribution Hin

terg

run

d3

//

A lot of content in total, but only a small amount of videos or links

Po

sts

pe

r d

ay

4

The Twitter analysis shows that the clubs still use videos or links very infrequently. Among the Bundesliga clubs, only every tenth post contains video material.

19,4

17,118,9

17,5

13,2

25,8%21,5% 21,1% 22,5%

16,5%10% 14% 14,2%

14,6%20,9%

*Posts per day

P.p.d*

P.p.d*

P.p.d*

P.p.d*

P.p.d*

//

Social Media Channels per League

So

cia

lM

ed

ia C

ha

nn

els

| O

ve

rvie

w5

Facebook, Twitter, Instagram and YouTube are used by almost all clubs, followed by Snapchat, WeChat* and Weibo. TikTok and Dugout are relatively new platforms on the market.

100%

100%

100%

100%

100%

90%

100%

100%

100%

100%

65%

30%

50%

35%

55%

35%

35%

44%

60%

65%

15%

10%

11%

15%

15%

25%

35%

11%

50%

50%

*WeChat is not included in the summary, since not all official accounts could be verified.

//

Korean

Tamil

Wu Ch.

Turkish

Javanese

Vietnamese

Italien 87

Telugu

Swahili

Hausa

Persian

Japanese

German 132

Panjabi

Portuguese

Bengali

Malay

Russian

French 284

Urdu

Arabic

Hindi

Spanish 572

Mandarin & Chinese

English 1122

Whichmarkets arerelevant?

Nu

mb

er

of

Sp

ea

ke

rs6

Natural advantage for the Premier League

*L1 + L2 speakers

Number of Speakers in billion*

//

7,2

5

3,7 3,74

3,4

2,83,1

2,52,1

Number of supported languages on Twitter

Top 6 clubs League Average

The Top 6 Premier League clubs rely on a multilingual offer

Am

ou

nt

of

La

ng

ua

ge

s o

n T

wit

ter

7

In terms of language, the top 6 clubs* in each league are significantly more diverse than the league average. Only the Bundesliga shows an almost balanced ratio.

*The top 6 clubs are defined by the number of followers on the main Twitter account.

//

Why AI is the key to future success

AI

us

ag

e8

Native Language

*Spanish was used as foreign language for the Premier League clubs and English for the other leagues.

Posts per day

Foreign Language

Posts per day

13,2

17,5

18,9

17,1

19,4

10,3

16,3

12,3

14

15 -22%

-18%

-35%

-7%

-23%

1:1 Copy of native language

70,1%

76,4%

38,9%

23,5%

Automatic content distribution in different languages is a huge multiplicator for clubs in extending theirreach among football fans, without incurring high costs.

5,5%

//

Premier League is the front-runner in all categories

Co

nc

lus

ion

9

ChannelsFrequency Languages per club

1000

ContactsReach per club in billion

13,2

17,5

18,9

17,1

19,4

5,1

4,8

4,6

5,1

5,4

2,05

2,10

2,75

2,75

3,35

0,904

0,746

1,376

1,499

1,647

228

622

216

569

The individual parameters serve as multipliers. For the comprehensibility the result is given on basis of 1000 contacts.

=

//

Premier League is the front-runner in all categories

Co

nc

lus

ion

10

ChannelsFrequency

1000

ContactsReach per club in billion

13,2

17,5

18,9

17,1

19,4

5,1

4,8

4,6

5,1

5,4

0,904

0,746

1,376

1,499

1,647

363

757

352

693

The individual parameters serve as multipliers. For the comprehensibility the result is given on basis of 1000 contacts.

=

//

Premier League is the front-runner in all categories

Co

nc

lus

ion

11

Frequency

1000

ContactsReach per club in billion

13,2

17,5

17,1

18,9

19,4

0,904

0,746

1,499

1,376

1,647

409

814

373

802

The individual parameters serve as multipliers. For the comprehensibility the result is given on basis of 1000 contacts.

=

//

Video will be the dominant communication method

Po

sts

pe

r d

ay

12

Clubs just started to act as entertainment platforms or broadcasters. We´re on the edge of a new area where the market shares will be reallocated. Who benefits most from AI and automated workflows?

19,4

17,118,9

17,5

13,2

25,8%21,5% 21,1% 22,5%

16,5%10% 14% 14,2%

14,6%20,9%

*Posts per day

P.p.d*

P.p.d*

P.p.d*

P.p.d*

P.p.d*

//

Video will be the dominant communication method

Po

sts

pe

r d

ay

13

20* 20* 20* 20* 20*

40% 40%

33% 33%

50%

75%

25% 25%

*Posts per day

25% 25%

Clubs just started to act as entertainment platforms or broadcasters. We´re on the edge of a new area where the market shares will be reallocated. Who benefits most from AI and automated workflows?

//1

4

WORKFLOW POSTS/SPRACHE

60 SPRACHEN

PLUS PLUS

//

//

TeraVolt GmbH • Lagerstraße 34a • 20357 Hamburg • www.teravolt.tv

Tobias Fröhlich

Managing Partner/Founder

Office: +49 40 29867710

Mobile: +49 179 2209200

t.froehlich@teravolt.tv