How 'best UX' Kayo has taken News to streaming heights

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Figures from News Corp's Kayo sports streaming service paint an interesting picture of how subscribers use the service.

One NSW sports fan seems to have had the set on full-time, streaming more than 483,360 minutes of content - that's a mind-numbing 335 days since the site launched on November 26 last year.

The stat missing from the press release issued this morning to celebrate Kayo's first anniversary may be the one that matters: its 402,000 paying customers, as at November 7 (443,000 including non-paying ones) according to the company's website.

Kayo's operating company Streamotion, is owned by News subsidiary Foxtel.

Kayo says 65 million hours of sports content were streamed across more than 50 sports, including every round of AFL and NRL, "the biggest line-up of cricket" including the Cricket World Cup, as well as the FIBA World Cup and the Rugby World Cup.

Kayo streamed 16,200 live events across 57 sports, managing 29 streams siimultaneously one day in September.

Support is marginally higher in NSW (19.2 million hours dominated by NRL and cricket) than Victoria (19.04 million hours with AFL and cricket topping the list). NRL and cricket are also tops in Queensland (12.39 million hours).

The company claims "sub ten-second latency" (time to transfer data from the live action to a user's device) on web and a 3.46 second average join-time to viewing powered by 435 production releases. The performance has just earned it a global 'best user experience' award at SportsPro's OTT Awards in Madrid.

Chief executive Julian Ogrin says turning one year old is a great moment to step back and look at how Australians consume sports streaming: "It's not just the depth and breadth of the content, with 65 million hours streamed since launch, but the amount customers are consuming. One Kayo fan has streamed more than 483,360 minutes of content, while another has watched 4,450 videos.

"And whilst they are watching a stack of top-tier sports content, they are also enjoying the niche sports on offer with nearly 27,000 customers streaming 'Nathan's Hotdog Eating Contest' and a similar number of people watching Chess Boxing."

Some 92 per cent of customers are able to completely self-serve, with about 40 per cent of those who need help being managed through an AI automated support channel.

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