RECORD CONSUMPTION FOR NFL GAME PASS IN 2020/21
NFL Game Pass (GPI) is the league’s premium subscription streaming service which, outside North America, offers live NFL games, NFL RedZone, NFL Network and a catalogue of original programming.
In 2020/21, despite disruption to the regular season schedule and the cancellation of the entire pre-season – key content for GPI subscribers – the platform had its best season on record, with average fan consumption growing by 5% year-on-year , and the number of subscribers by 31% year-on-year.
Experience NFL Game Pass
PERSONAS: DRIVING ENGAGEMENT THROUGH CONSUMPTION
Through ‘Personas’ – a data segmentation of the GPI subscriber base to drive messaging that increased engagement and content consumption on the platform – Two Circles looked to support the NFL in its objective to drive greater fan engagement outside its North American heartlands.
This involved combining user-level content consumption data, on-site analytics, transactional and retention history and customer demographics, and represented a step-change for how fan behaviour is used to drive engagement on a D2C streaming platform.
OBJECTIVES
Use Personas to create personalised, multi-channel campaigns and messaging that increased the:
EXECUTION
Seven distinct Persona groups, each with a unique set of consumption habits and characteristics, were used to develop personalised multi-channel, season-long engagement campaigns, with content aimed at increasing consumption and avidity.
Each subscriber was sent these campaigns across all owned channels. Campaigns were delivered in native language (English, Spanish, German, French, Japanese, Portuguese), using creatives from a subscriber’s favourite team (choice of 32).
There are 192 language-favourite team combinations, which when added to the seven Personas, meant there were 1,344 unique fan experiences.
2020 RESULTS
Average subscriber consumption increase (vs 2019/20)
Breadth of content consumption (vs 2019/20)
Fan satisfaction score (vs 8.0 in 2019/20)
Expected 2021/22 retention increase (vs 2020/21)
Projected increase in spend per subscriber in 2021/22 (vs 2020/21)
THANK YOU FOR YOUR CONSIDERATION
