Univision Communications, like many U.S. media companies, has its eye on tech-savvy consumers who may be watching the network’s content on a digital device — and not on a television.
That’s why it has opted to offer live streaming without authentication of the CONCACAF Copa Oro 2015 soccer tournament’s group stage.
While soccer fans will likely relish the ability to watch matches on a smartphone, tablet or desktop device, Univision’s goal is to make consumers aware that they can do so — and can return later to stream the network’s other programming.
Access to the Gold Cup coverage requires users to visit UnivisionDeportes.com or to download the Univision Deportes App, available from the Google Play and iTunes stores.
At the start of the quarterfinal round, free access ends, as consumers will be required to authenticate their connections to gain access to Gold Cup broadcasts.
“Big events such as the Gold Cup provide an opportunity to increase activation of ‘TV Everywhere,’ ” said Jennifer Ball, Univision’s executive vice president of marketing and content partnerships. “Our goal is to constantly educate our audience about the benefits of their pay TV subscription, and the ability to live stream a major event is a big one.”
Explaining the authentication process to users is key to Univision’s strategy. A pre-game instructional video will be streamed 45 minutes before each game during the open trial period. The dedicated Univision Deportes Gold Cup website will deliver how-to content at the beginning and end of the trial period.
Univision will also explain the authentication process over social-media networks Twitter, Facebook, Instagram and Snapchat, as well as through digital ad units, in-app takeover ads, push notifications, radio spots, in-show and in-game on-air mentions, and on-air television promos.
While Univision-owned broadcast network UniMás has aired some Gold Cup matches, all of them will air on the Univision Deportes cable network. Expanding the reach of Univision Deportes will likely necessitate OTT marketing pushes, given recent trends that suggest younger consumers are “cutting the cord” like never before.