THE CHALLENGE OF FACEBOOK LIVE FOR BROADCASTERS

THE CHALLENGE OF FACEBOOK LIVE FOR BROADCASTERS

THE CHALLENGE OF FACEBOOK LIVE FOR BROADCASTERS

Our Account Executive Orry Robinson reflects on the challenges faced by broadcasters in a digital age after the eagerly anticipated Eubank-Quinlan bout last weekend.

Last Saturday, the nation watched as Chris Eubank Jr. quashed opponent Renold Quinlan to win the IBO super-middleweight title.

A fierce opponent, if only for his persistence, Quinlan eventually succumbed to Eubank’s tireless offensive in a 10th round stoppage.

For weeks, the bout had been billed as one of the year’s biggest highlights on the boxing calendar; an opportunity ITV was well positioned to capitalise on. A pay-per-view event available through the ITV box office for a one-off payment of £12.95, the contest was set to generate millions in sales and advertising revenue.

While I didn’t watch the contest in its entirety, I did happen across the fight on my Facebook newsfeed being streamed via Facebook Live.

Amazingly, at one point the live stream had more than 100k viewers.

Facebook Live Blog Post

Assuming each viewer represents a one-off box office sale – as a mobile device would likely be too small for a group to huddle around – we can estimate that this single Facebook Live stream resulted in a potential loss of approximately £1.3 million in box office sales for ITV.

The difficulty this poses is not simply a loss of box office sales, but the loss of accurate metrics for evaluation, future projections and ad-buyers.

As with music licencing and Facebook’s audio recognition features, it’s possible that Facebook will eventually look to forcibly remove accounts that are streaming paid-for events and services to appease its larger clients with substantial social media marketing budgets.

Does Facebook have ad-buyers and networks on the ropes?

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