The streaming TV market has become incredibly competitive, but sports-focused platform FuboTV has enjoyed some momentum over the last year, growing its paid subscriber base by 105% to 590,000. FuboTV CEO David Gandler acknowledged that advertising on streaming TV platforms doesn’t mean a whole lot if the engagement numbers aren’t positive. FuboTV, however, is trying to address this problem by working directly with advertisers on branded content via a newly launched content studio and a partnership with LiveRamp.
The content studio is somewhat analogous to sponsorship deals we see in the esports space, where brands actively collaborate on content creation with pro players and key influencers. FuboTV’s advertising partners will be offered numerous creative options to choose from, including short and long-form custom content and the ability to leverage Fubo Sports Network talent.
“Through our new branded content studio, we can bring brands to life as only our FuboTV talent can, all while integrating them into some of the most sought-after live events on the sports calendar,” explained Diana Horowitz, FuboTV’s Senior Vice President of Ad Sales.
The LiveRamp component of the new content studio gives FuboTV enhanced addressable targeting capabilities, which means that the streaming platform’s advertising partners will be able to activate certain data and measure it across all their connected TV campaign strategies.
The combination of a new, brand-focused content studio and improved ad targeting should give FuboTV a leg up with sponsors and its own audience, which thus far has proven to be mostly averse to advertising. Interpret’s New Media Measure® shows that over two-thirds of FuboTV’s subscribers in the US seek ad free content whenever possible, and most skips ads whenever possible. That said, over 40% of the audience doesn’t mind longer, relevant advertising content, and that’s likely where branded content from FuboTV’s new studio will resonate.