In a statement released on the 2nd of July 2019, YouTube announced that they would launch a live-streaming and on-demand service that will cover major African sports events. This announcement was as a regard of their partnership with NBA that will grant subscribers access to live and on-demand streaming of rugby, cricket, basketball and football events.
However, just a day after YouTube announced the launch, they released a new statement withdrawing the initial announcement. They said sports content will henceforth be available only as highlight or video-on-demand. They also revealed that sports enthusiasts will be able to watch the 2019 NBA Finals, Women’s World Cup, Africa Cup of Nations (AFCON), UEFA Champions and Europa leagues, ABSA Premier League, La Liga, Ligue 1, and Serie A.
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According to Dayo Olopade, YouTube’s Content Partnerships Lead, Africa is a sport-loving continent and it is appropriate for them to bring African sports fans what they love. He said their audience is constantly looking for sports content.
It is safe to say that his last statement is accurate considering that Sports consumption on YouTube in the EMEA region is growing fast. In fact, just in 2018 alone, Sports views and fitness related content on YouTube increased by 70% with a total of about 61 billion views.
Sports content on YouTube is both broad in Africa. This is because YouTube is consistent in delivering evergreen sporting highlights, and emerging sports experiences like home fitness etc. About 79% of viewers believe that YouTube has sport and fitness content they can’t find anywhere else.
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