On The Ball: How Kayo Creates Audiences with a World of Sport

Speaker: Kim McConnie, marketing director, Kayo Sports

7 April, 2022

Just as streaming video on demand has challenged traditional TV broadcasting in general, so too has SVOD changed the game for sports broadcasting specifically. The move from a channel-led to a non-linear format enable sports to be served based on individual viewer personalisation, in turn opening the doors to a wider range of leagues and disciplines. Sports like football, basketball and cricket may have mass audience appeal, but niche sports like darts, bowling and equestrian have hardcore fan bases just as passionate about their games - and with more sports comes more marketing and advertising opportunities to reach these previously uncatered audiences.