La Liga has launched a new direct-to-consumer (DTC) streaming service in China, allowing fans to watch league matches. The initiative is part of a six-year partnership with Streamline Media Technology, aiming to tap into China’s lucrative football market. While La Liga seeks to expand its presence in Asia, it faces competition from the more established English Premier League. The organization is focusing on understanding viewer preferences through real-time data from its new platform, La Liga Plus.
Spain’s top football league, La Liga, has launched a new broadcast service allowing viewers in China to stream matches directly, marking its first DTC option in the region. This initiative is part of a six-year partnership with Streamline Media Technology to offer access to La Liga Santander and La Liga Smartbank, with many matches available for free and popular games on a pay-per-view basis.
La Liga aims to capitalize on the vast football market in China, which is significant for business and local football development. Sergi Torrents, La Liga’s managing director in China, emphasized their commitment to reaching all fans and fostering football’s growth in the country.
The Asian market presents lucrative opportunities, with China’s sports industry projected to soar from $295 billion in 2016 to over $800 billion by 2025. Nielsen Sports’ 2022 report indicates a growing interest in football, highlighting substantial fan bases in Southeast Asia, where football enthusiasts are seen as pivotal for European clubs’ financial success.
La Liga faces competition from the English Premier League (EPL), which has a more established presence in Asia. Current strategies include adjusting match timings to suit Asian viewers and launching DTV broadcasts across several Asian countries, catering to modern viewing habits amid evolving consumption patterns.
Clubs like Barcelona are expanding their influence in Asia by establishing sports academies, particularly in Japan and China. The focus on building a robust social media presence has proved successful, as evidenced by the high engagement rates of Barcelona and Real Madrid on platforms popular in China.
Experts like Simon Chadwick note the latent commercial potential of La Liga in Asia, highlighting the need for updated data regarding consumer preferences to inform strategic decisions. Torrents acknowledged the limitations of previous broadcasting agreements, indicating a shift to better control and visibility of their data through their DTC platform, La Liga Plus, which enables them to learn about viewer habits in real-time.
With the recent launch of La Liga Plus, early indicators show positive responses and increasing registrations from fans. Additionally, a comparable initiative in Southeast Asia, La Liga Pass, aims to provide a direct viewing experience for audiences in Thailand and Indonesia, reinforcing La Liga’s commitment to grow its fan base in the region.
Original Source: www.dw.com
