Kayo Sports plan for growth and user engagement is becoming clearer with Foxtel CEO Patrick Delany today outlining a plan to introduce live sport and some other content free into the service.
Consider Kayo itself as a paywall behind which sits all the live sports Fox Sports offers, as well as a huge library of Kayo Minis (highlights), Sports Shows and stats on a huge range of sports.
Now imagine you put some of that in front of the paywall, essentially making it free to watch to anyone with the app and a login – even if you’ve paused your subscription.
This will come closer to launch.
But Kayo sure is the shining light in the Foxtel family. Now with over 600,000 paying subscribers Foxtel CEO Patrick Delany says the streaming business is “helping us delivery massive audience growth”.
On announcing the “freemium” plan, Delany said the reach of Kayo was important for the business and that “We will be taking this to the next level in 2021 by launching an extension to Kayo with sports, news, show in front of the paywall.“
Mr Delany said “A freemium element of Kayo which will include Clips, repeats, shows and stats“
Perhaps most importantly, that will also include LIVE SPORT, Delany saying “The sport we launch with is Supercars. As part of our latest deal with Supercars, a selection of races will be free – in front of the paywall. Other sports will be there too. We see this as a way for consumers to experience Kayo without a credit card and a way for subscribers to continue their Kayo experience if they paused their subscription after a big event or at the end of their favourite sports season.“
It’s a fascinating concept, draw people in, let them understand how the service works, how they can watch it, and once they’re hooked – sign them up for it all!
Exciting stuff, and a brilliant idea.
