WSL inks an exclusive deal with Facebook
Overnight the WSL announced it'd inked an exclusive deal with Facebook to host all their webcasts through 2018 and 2019. This includes CT events, QS 10,000s, Big Wave Tour events, and even the World Junior Chmapionships.
About this time last year, Facebook and the WSL began a non-committal courtship: FB broadcast live WSL events, however the same events were also played on the WSL website and app.
Last night's announcement ends that cross platform deal and anyone who wants to watch a WSL event will now have to do so on Facebook, including the two million plus people who've already downloaded the WSL app.
Talk of Pay Per View keeps lurking around pro surfing but this deal appears to put the kybosh on that. "This is game-changing for the sport in many ways and, with current and new fans front of mind, we can retain the free offering to fans," said WSL CEO Sophie Goldschmidt.
More importantly, by broadcasting on Facebook, the WSL can reach the largest potential audience while remaining free from external accountability.
In a recent video interview, Deputy Commissioner Renato Hickel said that every potential advertiser on the WSL asks, "How many people will see this [webcast]?" And rightfully so, advertisers wanna know what the ROI is. Yet the Facebook deal puts the League into untouchable territory, because, as anyone uses Facebook will know, their viewership numbers are distorted (some might say utter bollocks).
Facebook's 'reach' and 'views' have no correlation to who actually sits and watches a webcast, rather they're numbers generated by social media compounds, including any disinterested punter who may chance on a thread that has the video running. But there's no way of drilling down on these figures: Facebook owns them so Facebook audits them, and Facebook wants the business.
Which works a treat for the WSL because their traffic numbers will get a sudden boost. In that respect you'd have to call it a canny deal - a win/win for both parties.
How the webcasts appear will come under intense scrutiny. The one caveat in the deal, released conveniently via the WSL on their Facebook page, is that the migration to FB won't happen till their webcast offering equals or exceeds what the WSL currently has. In the five years since their inception, webcast quality has markedly improved under the WSL production team, but to date FB hasn't been used as a live viewing platform. US viewers will be able to watch the surfing on Facebook Watch, a live event platform "where content, conversation and community come together."
One last take home point from the WSL's press release was where their viewers come from. Not surprisingly, the United States and Brazil ranked first and second, however Mexico has the third most viewers to WSL events, beating Australia, South Africa or any European countries.
Comments
Big white at North Wall this morning spotted by a drone, beach cleared. Big Tiger shark at Tallows this morning beach cleared. Here we go again.
I don't do Facebook and know zero about how it works.
Does this mean to watch a comp you have to join that silly platform?
Yep, you're gonna have to have an account BD. At the moment websites can embed live videos from FB to their own sites, but I'm almost certain the WSL will scrap that functionality. They don't share toys.
Thanks Stu.
Read a bit on it as well. My guess is the transition will take quite a few comps. Hope they manage to transition the 'heats on demand' segment, it's an excellent bit of kit.
Hey BD, just to follow up on this:
The switch to FB wont happen till the WSL thinks the viewing platform is as good or better then their current one. So it might happen from the very first comp of the year or it may take a while - not sure.
Also, the deal is digital only. It'll still be on Foxtel if you've got that.
WSL spams the crap out of Facebook. Bracing for more...might be time to unfollow.
I'm with you Black Duck. I don't do Bookface either. Some say I'm missing out, but I don't see what I'm missing out so I don't care. Have no interest in doing so. I have plenty to do with my time than look at what shit other people get up to. Now I can't watch events live so now I have to sign up to watch. No thanks, I'll just wait for results and check out replays of the good bits. They wan't the tour to be as popular as tennis or golf, well I can turn on the TV and watch those easily. WSL isn't that exclusive is it? Oh well, good luck to them. I hope they make some money now.
I'm assuming Foxtel are still broadcasting live?
Yep, the FB deal is digital only.
Currently WSL is available free to air with potential 5 billion World cup audience.
I was even one of their viewers until Jughead Dude called every wave. Argh! baby/teen talk#
Endless opportunity/contract free to grow income stream to reflect changing face of Surfing.
Subscription Facebook dumbsdown Surfing to 1/4 of the world's Blue/White column nerds .
But WSL gain 100% income stream from Richie Rich's/Archie TV.(If Jughead doesn't swear.)
Flipside; Forfeiting freedom to advance Surfing. Richie Rich wants vanilla surf lesson NOW!
If you don't sign to lick a facebook surf PRO sticker then fuck off you tight ass skegz.
They care not that you paid $100 NBN to access www open exchange content.
Surfing elite hogging set waves turning their backs on greater pioneer surfing community.
Just to avoid WSL legals I'd advise you call Facebook/WSL ("World First" Biggest ever Deal)
Think being a skeg is embarrassing! Plenty worse!
Local basher just invented "World 1st" jet-handplane
Every bit as stupid as it looks! One groundswell at Snapper & all be picking out the shrapnel.
On back of the "World 1st"Drone basherz Hoax... now all surfers feel dirty. (surfjustsurf)
Mate I met "Jughead" today for the first time... Australia day.. Guy is the funnest funniest person you will ever meet.
One foot waves at Shelly he will call you in on waves he is on.
There is a reason he gets photos..And its not just because he's nuts and charges its because he's as happy to see anyone get a wave like he could... We wish....
That's me done can't justify looking at fb all day at work
Pretty selfish really savanova! Facebook has come along and picked up or sports "FREE" viewing platform so we can still enjoy it "FREE" why don't you just pick on my grammar and spelling instead of acting like a spoiled brat and a negative platform.
Sorry "our" Savanova.
Most peculiar part of this deal is the most obvious flaw.
Surfing solely pioneered action films in atmospheric surrounds eg Council halls/Rural pubs.
Surf videos offered freeze frame/replay. WSL contests now stream live on monitors.
One must ad that surfing media is massive and freely accessible to whole planet.
So how the hell did some WSL mastermind figure facebook bubble gum cards is the future.
Facebook's tiny grubby photos,vacuous comment tedious scroll the format for Surf Majesty?
Add 70% of screen is default blank. Sure you could click this/that & may even end up here.
Swellnet can best gauge how WSL would fair without free access'Surf Mag' format.
Facebook's generic shopping docket format is their raison d'etre...Not Negotiable. (Change?)
WSL will need to drag facebook into 20th century cinema mode - 21st century can wait.
Good news thread. Beaches are being cleared again.
I hope the live public comments are back with the FB feed.
Watched some of the old WSL comps when they were cast on youtube.
The live comments were fiery with little moderation if any at all. Best part about the old webcasts.
Tune in mute the audio and put on some Tool.
Then again like most stuff from the WSLs it's likely to be disappointing. Probably won't watch it at all
There seems to be a real break between run of the mill average surfer and WSL. They couldn’t give a rats what we or Swellnet think they just want to get richer. I suppose not having a real job makes you narrow minded and greedy. Has Renato whatisface ever had to work and if he had what dodgy product was it?
Yo Stu, any word on Heat Analyser or replays? The analyser currently uses a Youtube platform right? Which is owned by goggle if I'm not mistaken. Can't see them being keen to share with the Zucker.
facebook is fine, just sign up with a pseudonym, use a dodgy email that has no legit emails in the address book, ignore friend requests, get that adblocker/purity thing, never give them your mobile number and you're golden.
i'm happy with foxtels continuing as it's the easiest way to record and watch at my leisure. just have to steer clear of the surf news pages if i'm a day or two behind.
Stu,
are you telling us that Mexico sounds a little suspicious at gloriously third ?
For 2018/19 i would say India and China take over.
Russia still a no no...
Glad you picked up on it Julio. Suspicious, yeah. Of course Mexico has waves, it also has a small number of travelling pros, but without trying to be to nationalistic, to think the viewing audience would outstrip Australia is absurd. My gut feel is it's an example of metric distortion and not a true read on the fan base at all. Ironic that it's used in a press release to spruik the WSL's glorious digital future.
And if by chance the number is correct, then who exactly is the WSL pitching at?
Happy New Year to you...
Me I'm not a facebook fan or user.. But I travel a lot and for "FREE" use of internet at most backpackers you often have to log in through a facebook account and "like" them...
It's not hard to set up a avatar account with nothing on it that has anything to do with you or anyone..
You can just connect to to things like this through it..
Just remember Granny don't like TV because the remote is to hard and she don't like it..
Shows you age when you stop trying simple things like this with Granny's TV remote attitude.
Freeride I will save you some time... to to! you/your
My spelling sucks but my android phone has its way with things...
Don't do facebook- no need for clicks and likes so that's the end of my watching pro surfing.
I'll read about the results here.
Hey zen! I have never had a facebook account where I have had to read about anyone's daily crap or what their doing..
Your account at facebook can just be all about the WSL .. You will have no photo up of you and nothing for people to read about you..
Your FB account will be empty nothing for people to look or know about you zip..
Your name can be Willy wonker and that's where it ends....
You don't talk with anyone or write to anyone unless you join there account the same way you would if you had a email account....
It will just be WSL under facebbooks banner as long as that's how YOU leave it..
Cheers Woof but what it boils down to for me is I don't like being railroaded into signing up for something I don't want.
Who knows, I unashamedly love watching pro surfing and in the absence of an alternative, I'll probably end up signing on.
My thoughts exactly, Zen.
Cold there today mate ?
fargin' freezing and flat.
Had a stellar run of surf though from Christmas day onwards and the snow just keeps on coming.
Can't complain. Hope you're enjoying Oz day holiday and getting a few waves.
The tentacles reach into surfing. Ugh..
What a disappointment forced to use Facebook shit. I am a big fan of the WSL such a shame.
The big data FB collects and sells on our personal movements, interests etc is how they have become the most powerful company in the world, it pigeon holes you into what it’s algorithms think you should be viewing, FB the big winners here.
Crazy that an idea stolen from friends to rate how ugly or hot girls are is now the only way we get to watch WSL.
This is a really weird move, it doesn't make sense?
Youtube is a much better platform to stream on then Facebook and can be embedded to their website, i don't think Facebook can?
Anyone can watch youtube, but you need to be signed up to Facebook to use Facebook, hence losing viewership.
So why or how is this benefiting them?
It needs to benefit them in viewership or advertising, i don't see how?
FB has a massive on-tap audience, like no other network on earth. So this new partnership is not so much about appeasing existing fans but reaching a new audience. Whether these prospective viewers want to watch surfing is another thing though.
As for $$, Forbes has stated that Facebook are paying $30m over two years for the rights. You Tube weren’t paying anything (also, it’s worth pointing out that the WSL haven’t broadcast live on YT for a few years).
So the deal makes perfect sense on those levels.
$15 million a year is pathetic for the global rights. The logic must be that they will be able to build a big enough audience over those two years to get something more sustainable.
It would not surprise me one bit if Facebook is able to take over the dead air in between heats with FB business advertising. To me it seems like a no-brainer that this will be incorporated. The dead air on WSL webcasts looks and feels terrible, how hard is it to sell advertising space?
Facebook already owns the biggest advertising machine ever assembled, WSL has ample space for more advertising - related to surf or not. This is not being talked about but i am certain the WSL's rubbing their hands together. FB would potentially handle all of the advertising admin as they already have the systems, just allow the AI bot to plugin to the webcast and send the cheques to WSL.
The $30m deal suggests it's a fixed price for the content. It's then up to Facebook to monetise it as best they can, which means they are taking the most risk (if they don't generate enough $$ to cover the licensing fee) though they also stand to make the most money if it's successful.
It's not as simple as "Facebook already owns the biggest advertising machine" and "WSL has ample space for more advertising". Selling advertising is a complex business, especially when you're dealing with a fragmented crowd.
Imagine a broadcast of the local rugby team final - most of the audience will be Australian based, probably living in the same state, and possibly concentrated into a couple of smaller regions. Yeah, it's a much smaller demographic but it's a little more straightforward to attract advertisers as they know who the audience is, and they'll all be watching at the same time.
But the WSL's audience is scattered around the world across different demographics, different languages, and different time zones. So, this means the WSL (now FB) have a much more complex task ahead as they have to divvy up the audience into segments that can be onsold. Australian advertisers don't want to be spending money for ads that are being seen by Mexican eyeballs, and a US time-based advertiser (for example, pizza) won't want to push their product to international viewers who are watching in the morning (who may not even have access to their product anyway!).
Even global surf brands have their own localised marketing depending on the time of the year (i.e. 'round Easter time should be pushing new wetsuits in Aust and NZ, but pushing boardies in the Northern Hemi).
So there's no one-size-fits-all approach.
All no doubt true Ben, but it is still peanuts in terms of their stated ambition to be like golf. Given the complexity you have described you would also have to wonder how the WSL are going to know how much Facebook have made.
Don’t look at the WSL in singularity, look at FB as a platform undertaking a strategic play for a new demographic. There’s somewhat of a landgrab going on right now for digital sporting rights, with all kinds of companies paying large sums for exclusivity. For example, in Australia the EPL right were picked up Optus who outbid Foxtel.
From the Forbes article:
“Facebook is currently looking for a new executive to negotiate sports rights and the person will have a budget of a “few billion dollars” to spend, according to SportsBusinessJournal's John Ourand.”
Well Ben if you want to put up the Optus take over of the EPL as an example you should know that it has been a catastrophe for fans and probably ultimately for the company. The coverage is unreliable, the quality is abominable and those of us who have had to put up with it will be certain to dump Optus at the first opportunity. More to the point, if FB had billions to spend and only put up $15 million for surfing, it is hardly a vote of confidence in its potential.
I am devastated that WSL has decided to only telecast live CT events on Facebook. The current way of viewing events is fantastic and so easy to use. I’m not on Facebook and don’t want to be on Facebook. I know I’m old school, so what do I do now to watch the best surfers in the world? Exclusivity go against what surfing is about.
Add another one... truebluebasher is not signing any Cereal box coupon panel!
Ben there is no use talking up facebook as it's clear they treat Swellnet & Planet like shit.
Facebook/ Swellnet pegs you second best by name.
Facebook refuses Swellnet Ad income/refuses Swellnet Subscription income
Facebook refuse Swellnet readers a contact or feedback message to facebook.
No Surfcams/No Forecasts/ No Surf history forum/No Surf Encyclopedia/No Photo Albums
Ben Matson link..Yeah! Tried that,doesn't work!
In the past Swellnet freely played big deal events and quite fairly big noted themselves so....
Who's most deserving of WSL live feed? You don't have to answer but you must live with it.
Swellnet Subscriber contributing for his ride or Facebook Swellnet closed shop freeloaderz.
Ben! Won't facebook/WSL cream off Swellnet Homesite income stream. How is that good?
They're open ended questions,not putting you on the spot with facebook. It's Just Stuff?
WSL have just confirmed that they’ll transition over to Facebook-exclusive webcasts from J-Bay.
I assume this will affect their website though not sure on their TV and mobile Apps.
I’m also unsure whether this will affect Swellent’s embedding of WSL live events, as we are currently doing at Keramas, and have done so for every event this year except the Founders Cup, where the stream was locked down.
So what do they do with all the website architecture?
Do they just migrate the same broadcast straight to Facey?
Limited by what they can do on FB. Check the bigger sports that have already migrated and they also have limited choice. They're giving that up, plus some sponsorship appeal, purely for FB's reach and FB's bogus metrics - autoplays? Ha!
WSL will get the live stream as already seen, plus, I assume, someone updating past results somewhere on the FB live page. It'll be a mess compared to WSL.com.
Sounds ike Heat Analyser is gonna stay on WSL.com. It's a YouTube product, rivals of FB, and FB have nothing similar to use. Also, Zuckerberg ain't about to create something new for a minor league sport like surfing.
They could use FB for Heat Analyser - but it'll have to stay on WSL's website. It's essentially an overlay that has marker points for each wave (or point of interest), so all they are getting from YouTube is a video where they match up the timecode. Wouldn't be hard for them to do this with FB too.
WSL is a piece of corporate goop. Facebook is another piece of corporate goop. They deserve each other. It's a perfect marriage. Don't miss out on the goopfest! Download the app now! It's Free!!
So they will keep the website up for heat analyser and all the content?
It appears so.
It's a play for numbers - factual or otherwise.
will it still be broadcast on Fox sports?
No word on that yet. They seem to imply that it won't be, but that you can stream FB through your tele:
You can stream WSL Live events through Facebook TV or the Connected Device App, by following the below steps:
Download the Facebook video app on your TV or streaming device and search for "WSL Live."
Alternatively, stream an event from your phone to a TV on the same wifi network by tapping the (TV) icon.
sounds like a ball-ache to watch