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Tiktok grazes everything: hard times for the TV stations and the Bundesliga product. © IMAGO/Kirchner Media
The consumer behavior of young people has changed, the Bundesliga and the TV stations are feeling the effects – DFL wants to get closer to Generation Z. The comment.
The two new bosses of the German Football League (DFL) do not belong to Generation Z, those born between 1995 and 2012, but they do belong to the previous Generation Y. They are both 37 years old, so fresh (and also smart) enough to get into to empathize with the lives of those young people who mean the future for German professional football. And that’s exactly what worries the DFL managers Steffen Merkel and Marc Lenz.
Because the philistines have no interest in crouching in front of the good old telly for hours and pursuing rights that have been bought expensively by the pay-TV stations and streaming services – and are therefore also increasingly resold at high prices to the dignified aging audience. Instead: Quick stimuli on Tiktok, maybe on Instagram, Youtube or Snapchat. For this clientele, Facebook is like annoying scratching chalk on a slate. It is therefore largely ignored. daily newspapers? Are there still those weird leaves that you get your hands dirty on?
It seems all the more understandable that a starving broadcaster like Sky expects more looks through the keyhole from the DFL and clubs in order to keep interest in Bundesliga football high during the week. Many clubs are already quite well positioned, but many are not yet and far, far away from Manchester City, for example, where no fewer than 66 people manage the global media offering of the English champions and Champions League winners.
It’s no wonder that Merkel and Lenz are trying to develop their own online portal, which one day should lead to a streaming service for the Bundesliga. Goal: To better position the Bundesliga globally, to get closer to Generation Z with tailor-made content, to be flexible with our own offer if pay-TV providers don’t bite, and to be able to manage the data of fans all over the world themselves and so on to ensure direct access.
Merkel’s and Lenz’ former boss Christian Seifert is trying to work with Springer on their own streaming service for sports that have so far been largely anchored in the region, such as handball, hockey, basketball, table tennis and volleyball. The service is scheduled to start on August 23 and costs between 10.50 and 14.50 euros per month, depending on the subscription model. Seifert hopes to meet with a lot of approval with a far-reaching offer via social networks outside of live reporting. He brought top people to his side to make the daring project work. Many who are familiar with the industry say: If Seifert doesn’t get it, then nobody does. It will be interesting to see what Generation Z has to say about this. Probably: “Seifert? Dyne? Never heard!”
2023-07-13 14:55:27
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