Dive Brief:
- NFL Media on Wednesday launched a weekly show called "NFL Game Day All-Access," which will stream only on the league's YouTube channel, according to a press release. The series aims to provide an "intimate look at the full game day experience" by following players and coaches.
- The series includes game footage, wired sound, mobile video and more during game days, from the trip to the stadium, the warmups, game moments, postgame activity and the trip home. Each 20-minute episode spotlights different players or coaches.
- The premiere episode features Seattle Seahawks quarterback Russell Wilson, Arizona Cardinals head coach Kliff Kingsbury, Cleveland Browns head coach Freddie Kitchens, Tampa Bay Buccaneers head coach Bruce Arians and Jacksonville Jaguars defensive end Calais Campbell.
Dive Insight:
"NFL Game Day All-Access" is a continuation of the NFL's expansive strategy on digital platforms, which has seen booming viewership compared to the dip in traditional TV viewing. Last year, the league offered all primetime games and Sunday afternoon local games on mobile devices through the NFL app or Verizon media properties, including Yahoo Sports via any wireless carrier.
The new YouTube series arrives just one week after the league created an official account on social video app TikTok to post highlights, sideline moments and behind-the-scenes footage targeted to the platform's young user base. It also added outreach on community platform Reddit to connect with the nearly 9 million fans that visit NFL-related communities and to offer brand-sponsored NFL video series.
These efforts on digital platforms could help the NFL engage with younger, digitally native and mobile-first consumers that have cut the cable cord and are less likely to watch sports content on TV. Even when they do view on TV, these younger audiences often avoid sitting through commercials. More than half (55%) of Gen Z boys and men are frustrated that traditional sports are overloaded with marketing messages, preferring to watch highlights instead full games to avoid ads, a Whistle Sports survey found.
The NFL channel on YouTube launched in 2015 and now, with more than 5 million subscribers, provides a variety of football content, including game previews, original series, in-game highlights, postgame recaps and expert analysis. The new series aims to add to that mix by covering complete game days from the participants' point-of-view, giving sports fans exclusive access to behind-the-scenes content on a streaming platform they're already familiar with.
