By Brad Hubbard | @bradhubbard | 9.16.2016
The biggest name in North American sports, the National Football League, has officially embraced over the top streaming and the experience didn’t suck. Thursday nights game between the Buffalo Bills and New York Jets was the first NFL game ever streamed over Twitter. While there is some room for improvement, Twitter pulled it off.
The NFL has dipped it’s toe into the live streaming world for a couple of years now. Their streaming only game from London last year between the Bills and the Jacksonville Jaguars was a success but the numbers were not the most accurate thanks to Yahoo autoplaying the game on the homepage. While experts like BAM’s Bob Bowman say that it’s a dicey proposition to go all in and make OTT the only place to see a Thursday Night game, Twitter doesn’t have to worry about that. CBS or the NFL will be broadcasting the games so Twitter only needs to worry about the cord cutter and mobile folks. As Sports Business Journal’s Eric Fisher pointed out, that is a solid number of people but nothing that should put too much stress on Twitter’s system.
Twitter was ready for this amount of users because they did a dry run the opening weekend of college football. The Weber State vs Utah State football game was a low profile way to test their infrastructure. It worked beautifully and they were able to replicated that with a significant increase in users. That should make CEO Jack Dorsey sleep well at night.
If you were on a phone, there was no clear advertising to find the game. The best way was to search #TNF, #NYJvsBUF, @NFL, one of the teams or go to Moments. On a laptop, you were able to see a LIVE graphic in the trending section. That helped but you’d have to figure that the users were split between computers/OTT devices and mobile devices. For any new users, it would have been hard to find.
Twitter was the dark horse to win the streaming rights for Thursday Night Football. There was a lot of curiosity to see if they could pull it off and they did with flying colors. While things went well, they have to work on alerting people. It’s a challenge all OTT providers face but one that has to be solved soon.