The growth in the number of OTT services in recent years has seen a global arms race of streamers looking to snap up TV rights and carve out a place in the markets of their respective territories.
In this respect, the sports industry is no different, where existing major players like DAZN and sports properties themselves, such as MotoGP, have invested heavily into the expansion of their free-to-air offerings.
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This has been done primarily through the creation of free ad-supported streaming television (FAST) channels, 24/7 content platforms aimed at giving viewers a fleeting taste of the array of content on offer with a paid subscription, or housing sports rights they hold that would otherwise receive lesser prominence.
The burgeoning German sports TV market is no exception to this, and neither is upstart broadcaster Dyn Media, which launched its own FAST channel, Dyn Sport Mix, in mid-August.
Dyn Sport Mix is intended as a home for magazine content, highlights, and indeed some live sports content, across its basketball, handball, hockey, table tennis, and volleyball rights, and the media company has already agreed carriage deals with the likes of Amazon Prime Video, PlutoTV, and Zattoo, among others, specifically to host the channel.
Now, Max Ehrhardt, Dyn Media’s chief revenue & marketing officer, speaks to Sportcal (GlobalData Sport) to explain why so many media companies are entering the FAST space, and why it was right for Dyn.
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By GlobalDataWhat is the target demographic for FAST Channels, and how does that interact with Dyn’s long-term strategy?
“With our FAST channel, we are pursuing several strategic goals. On one hand, we aim to broaden our target audience by reaching people who may not have had much exposure to our sports. On the other hand, we also want to offer more variety to our existing fan base and increase their engagement with our platform. Dyn Sport Mix is a ‘shop window’ and is our branded destination to curate and showcase diverse content pieces in one accessible place.”
Is reach more important than revenue at Dyn’s current stage (two seasons in), and how is the company looking to balance that?
“No, from the very beginning, Dyn has followed a hybrid model that combines subscription revenue with advertising income. The FAST channel represents a strong offering on the advertising side and plays an important role within that strategy.”
How important is it to not just have one exclusive carrier but a range of different carriage partners for the channel?
“Since one of the key goals of Dyn Sport Mix is to broaden our target audience, distributing the channel across multiple partners makes strategic sense. Platforms like Zattoo, Pluto TV, Amazon Prime, and Joyn each serve different customer segments based on their distinct content offerings. That said, exclusive partnerships are not off the table for the future.”
Many other media companies are also starting FAST channels at the moment. Why has this concept become a popular choice to grow reach?
“FAST channels offer an effective way to generate visibility with minimal barriers to entry. This is why many other providers are increasingly investing in ad-supported, free-to-access content models. We are confident that FAST channels will continue to grow in relevance and importance in the future.”
How does the addition of Fast Channel distribution aid Dyn’s partnered sports properties?
“Our partners and the whole ecosystem benefit from the opportunity to reach a broader sports audience alongside us, helping to raise their own visibility. We’ve already seen strong interest in our content through freely available formats – for example, via our social media channels or collaborations with partners like BILD. The curated content offering on Dyn Sport Mix provides a valuable platform for our partners to tap into that existing interest and benefit from greater exposure.”
What does success look like for the Dyn FAST Channel?
“If the channel helps us further increase awareness for our sports, then it’s already a major success. Looking ahead, it’s also expected to contribute to Dyn’s profitability and serve as an additional revenue stream. Last but not least, Dyn Sport Mix is a strong tool for continuing to build and strengthen our brand.”
