Sony Pixel Power calrec Sony

Interviews with Industry Leaders: Richard North and Alex Borthwick, RugbyPass

14/12/2019

The Pay-TV Innovation Forum is a global research programme for senior pay-TV and content executives, developed by NAGRA and MTM, and designed to catalyse growth and innovation across the global TV industry, at a time of tremendous change and disruption.

As part of the programme, we are publishing a series of interviews with leading TV industry executives from around the world to explore their views, perspectives and experiences of innovation. In this interview, Richard North, Chief Strategy Officer, and Alex Borthwick, Head of Subscription Sales and Marketing for RugbyPass, share their views on the future prospects for OTT sports streaming services, including challenges specific to APAC.

What key trends do you see shaping the APAC markets?

AB: The growth opportunities are greater here than in Western Europe: broadband and smartphone penetration is growing more quickly, and the OTT market is at an earlier stage of development. The prevalence of smartphones is also important: almost all OTT video is consumed through phones, whether watched directly or cast to a TV.

In addition, there is potential for major new players to enter these markets - as illustrated by Facebook's attempted acquisition of the Premier League rights in south east Asia (even though the deal ultimately fell through).

Where do you think the real value lies? In live coverage or on-demand content?

AB: Live is key, but on-demand content has a role as well. Consumers may miss the live match but still want to watch it, especially with European rugby matches that kick off at midnight (or later) Australia time. Consumers want the option to watch at a time that is convenient for them.

Is there a danger of similar levels of rights inflation in APAC to what we have seen in Europe?

AB: Tier 1 sports rights are very important to many of the telcos and pay-TV operators. If Singtel lost the rights to the Premier League, I cant imagine how much longer its business would remain sustainable. As a result, it is prepared to pay enormous amounts for these rights, offsetting the costs against profits from their mobile phone and broadband businesses.

In contrast, pure OTT players like us can only pay what we think rights are worth, because we dont have anything to offset those costs against.

To what degree is churn a major issue, and how are you dealing with it?

AB: Churn is always an issue. For example, we see significant drop-offs in our subscriber numbers at the end of the Six Nations.

Our response is to test and iterate our offer, so as to find the right balance between giving customers the flexibility they need, whilst maximising acquisition and minimising churn.

In general, customers want the flexibility of shorter packages. During the Heineken Cup last year we realized that we could triple uptake through the last few weeks of the competition by launching a weekly pass. This is great for acquisition, of course, but the majority of these customers churn off as soon as the season ended.

In contrast, we removed the weekly pass during the Autumn Internationals last year. The objective was to reduce churn, but we found that whilst people will buy the monthly pass, they are not happy because it is more expensive. We now think that it is actually more valuable to retain the weekly pass option, but just increase the price - people will pay because it gives them that flexibility.

How is the sports content industry having to adapt to drive engagement today?

RN: Many young consumers engage with their preferred sports through YouTube, Snapchat, Instagram and Facebook. It is important that we drive user engagement here through (for example) highlights and clips. However, rugby has been one of the last sports to adapt to YouTube - partly due to cable TV rights owners worries about piracy, but also because rights ownership is so fragmented across territories.

It is vital that we adapt to this new environment, empowering individual content creators to produce rugby content on these platforms. We need to recognise that individuals creating cool content mashups in their bedroom can play a key role in driving engagement among younger fans. We must move away from a world where individual rights holders can shut these people down, learning instead how to support and harness their work to the benefit of the sport.

How big a challenge is piracy?

AB: Piracy does exist and nothing will completely eradicate it, but you can reduce the threat. The Premier League has invested in an office of piracy lawyers in Singapore, which is expensive but appears to be working.

We have less money to invest but can still make a big difference by focusing on getting our streams perfect. Rugby is predominantly watched by the expat community across Asia: for them, having a reliable, high quality feed is more important than saving money on a free but low quality feed.

What do you think is the future for subscription OTT sports in the next five years?

RN: We are in a transitional period before the larger scale aggregators consolidate and dominate the market.

Currently there are multiple players trying to exploit the growth in OTT, from the major telcos and pay-TV providers to a handful of specialist sports OTT providers, such as DAZN, who are trying to be the Netflix of Sport. Then there is another, highly fragmented layer of small, D2C and niche sport offerings.

As a result, the market is fragmented, which is not good for the consumer, who has to maintain multiple subscriptions, and not good for the OTT providers. These providers are all building their own technical and operation solution, which leads to unnecessary duplication. Almost all are losing money. Over the next few years we will see a consolidation in this landscape, with aggregators playing an increasingly important role in bringing the content together into bundles that work better fo
LINK: https://dtv.nagra.com/interviews-industry-leaders-richard-north-and-al...
See more stories from nagra

Europe Stories

06/10/2025

France Tlvisions Wins Prestigious 2025 EBU Technology & Innovation Award in Groundbreaking Collaboration with Dalet

France T l visions, France's leading broadcaster, has received the 2025 EBU ...

04/09/2025

Monumental Sports & Entertainment and Dalet Win Prestigious 2025 NAB Show Project of the Year Award

Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...

04/07/2025

Spotify Partners With The Reading Agency to Bring the Summer Reading Challenge to Life Through Audio

The Summer Reading Challenge has inspired children across the U.K. to embrace a ...

04/07/2025

Official trailer revealed for new season of BAFTA-winning Sky Original comedy Mr Bigstuff, coming 24 July

Friday 4 July 2025 Watch the trailer here https://youtu.be/Od5WpvWmDr8 Further...

04/07/2025

Join RT Radio 1 for The Pitch, a new series exploring the heart of Ireland's GAA Clubs

The Pitch comes to RT Radio 1 airwaves this Sunday at 7pm. The Pitch is a brand...

03/07/2025

Introducing: New Carts

For our Vario-Jib, as well as for a repertoire of weights, we now have carts that make transport easier...

03/07/2025

Introducing: Slider Drive Unit

One of our latest innovations: Slider Drive Unit! Our Vario Slider not only comes with improvements and new features, but also with its own drive unit! Our i...

03/07/2025

Introducing: ARRI EVO 360

The 360 EVO lives up to its name: 360-degree rotation not only on the pan axis, but also on the roll axis, enables filmmakers to take their creative visions eve...

03/07/2025

Panther at BSC EXPO 2025

What a buzzing few days at BSCExpo in London! We were thrilled to connect with so many talented professionals from the world of cinematography. A huge thank ...

03/07/2025

"The whole rig had to be detachable mid-episode

ADOLESCENCE - Shot with Panther Tower"The whole rig had to be detachable mid-episode Netflix limited drama series Adolescence has been gaining attentio...

03/07/2025

** MEDIA ALERT ** Shonen Jump Store Hosting Los Angeles Pop-up During Anime Expo 2025

** MEDIA ALERT ** Shonen Jump Store Hosting Los Angeles Pop-up During Anime Exp...

03/07/2025

Sky Arts Unveils New Mozart Season, Celebrating the Legacy of Classicals Greatest Maestro

Thursday 3 July 2025 David Harewood and Matthew Broome in Mozart: Genius for Hi...

03/07/2025

Sky announces 2025 Sky WNT Fund Recipients

The Sky WNT Fund supports Womens National Team players with a 30,000 bursaryThursday 3 July 2025 Sky Ireland has announced the four recipients of the 2025 Sky...

02/07/2025

NAB 2025: Calrec expands ecosystem providing ultimate flexibility

Calrec expands ecosystem at NAB 2025 giving broadcasters access to dynamic workflows and ultimate flexibility Helping broadcasters meet the shifting needs of me...

02/07/2025

VEON Raises USD 200 Million in Private Bond Placement

02 Jul 2025 VEON Raises USD 200 Million in Private Bond Placement Dubai, July 1, 2025: VEON Ltd. (Nasdaq: VEON), a global digital operator ( VEON ), announces ...

02/07/2025

Dom Chinea opens his Cornish Workshop for new series on U&YESTERDAY and U

Brand new factual series follows mechanic and self-taught engineer Dom Chinea as he makes the move of his life to the far west of Cornwall UKTV today announces...

02/07/2025

Rohde & Schwarz acquires ZES ZIMMER Electronic Systems GmbH and expands its T&M portfolio for power electronics

Rohde & Schwarz acquires ZES ZIMMER Electronic Systems GmbH and expands its T&M ...

02/07/2025

Riedel Communications Launches RefSuite Ecosystem for Sports Officiating, Coaching, and Production

Wuppertal July 2, 2025 Riedel Communications Launches RefSuite Ecosystem for S...

02/07/2025

ABC Appoints New Chair

Andrew will serve as Chair of ABC alongside his role at NED, APL Media, where he supports the executive team with strategic insight and global expansion plans. ...

01/07/2025

ITV Celebrates Best Sunday of 2025 with Code of Silence

The launch of Code of Silence, coupled with the Britains Got Talent semi final, gave ITV its best Sunday night of 2025. The first episode of the new crime dr...

01/07/2025

Romola Garai joins Shaun Evans in ITV thriller BETRAYAL, as filming begins in the North West

ITV and Mammoth Screen have announced the start of filming for Betrayal, a gripp...

01/07/2025

Movicom Selects Clear-Com to Power Communications for Global Live Events

eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......

01/07/2025

KIT Plugins release NOIZ One Vox

Vocal-processing plug-in joins NOIZ Hub series Launched in 2024, KIT Plugins' NOIZ Hub series was created with the aim of providing a range of professio...

01/07/2025

7 Day Mastering: New course from Mastering.com

New self-paced learning programme announced Mastering.com have announced the availability of a new online course designed to cover the fundamentals of maste...

01/07/2025

cetecom advanced certifies Rohde & Schwarz test solution for the verification of Next Generation eCall functionality

cetecom advanced certifies Rohde & Schwarz test solution for the verification of...

01/07/2025

Teresa Smith Announced as Commissioning Editor for Factual Entertainment

RT has announced that Teresa Smith has been appointed Commissioning Editor with responsibility for Factual Entertainment following a public competition. This s...

01/07/2025

RT is Supporting 26 Arts and Cultural Events across Ireland this July

This July, RT is delighted to support Galway International Arts Festival, Earagail Arts Festival in Donegal, Belfast TradFest and 23 other arts and cultural ev...

30/06/2025

Discover Weekly Turns 10: Celebrating 100 Billion+ Tracks Streamed and a Decade of Personalized Discovery

There's nothing quite like the magic of finding music that feels made just f...

30/06/2025

Spotify's Editors Pick Their Best Songs of the Year (So Far)

When it comes to new music, Spotify's team of editors across North America is always on the hunt for songs that make them feel, think, and move. They're...

30/06/2025

The Forsytes Season 2 Commissioned by MASTERPIECE on PBS

Star Studded Ensemble Cast Are Joined by Richard Rankin as Filming Begins on the Second Season [June 12, 2025 - Boston, MA]: The Forsytes, Debbie Horsfield...

30/06/2025

Qu-Bit announce the Bloom v2

Eurorack sequencer module reimagined California-based modular synth innovators Qu-Bit have announced the launch of a new module that offers a fresh new take...

30/06/2025

Techivation launch T-De-Esser Pro Mk2

Improved dynamic behaviour, improved audio quality & more Techivation have announced the release of an upgraded edition of their very first premium plug-in,...

30/06/2025

German premiere with live flight demonstration: German industry team showcases electromagnetic combat from the air

German premiere with live flight demonstration: German industry team showcases e...

30/06/2025

The Focusrite Summer Sale is now on

The Focusrite Summer Sale is now on Don't miss unbeatable deals on Scarlett, Vocaster, and more. Whether you're an artist, a producer, or a podcaste...

30/06/2025

Yellowstone origin story 1923 starring Harrison Ford and Helen Mirren comes to RT One and RT Player

All 8 episodes of Season 1 of 1923 will be available on RT Player from Tuesday ...

30/06/2025

Thales 2025 Global Cloud Security Study Reveals Organizations Struggle to Secure Expanding, AI-Driven Cloud Environments

Facebook Twitter LinkedIn 52% report AI security spending is displacing tr...

30/06/2025

Thales Alenia Space to develop SOLiS very-high-throughput laser communications demonstrator

Facebook Twitter LinkedIn Cannes, June 30th, 2025 - Thales Alenia Space, t...

29/06/2025

Roland introduce the Mood Pan

Handpan-inspired instrument announced Roland have announced the launch of the Mood Pan, a unique electronic hand percussion instrument that has been designe...

28/06/2025

Scaler 3.1 update from Scaler Music

Music theory plug-in updated Three months on from the release of the latest version of their renowned music theory plug in, Scaler Music have launched an up...

27/06/2025

Spotify Launches K-Pop Performance Video Series . . . Next Up, TWS

K-Pop remains one of the biggest genres globally, and many fans just can't get enough of it. That's why Spotify has launched a new series of K-Pop perf...

27/06/2025

Family Cybersecurity CEO: Protecting Kids, Parents, and My Sanity From Scams

In our latest blog post, Rafael Rivera highlights the rising threat of online scams, and the important role cybersecurity plays in protecting families across ge...

27/06/2025

Klevgrand introduce Walls reverb plug-in

From grounded realism to bending, impossible geometries Klevgrand have announced the release of a new algorithmic reverb plug-in which they say deconstruct...

27/06/2025

GIK Acoustics: Room EQ Wizard Tutorial

Learn to use REW for room analysis Acoustic treatment is one of the most important factors in any studio, and with the extensive range of products available...

27/06/2025

Soundtheory release Kraftur Focus

Second edition of parallel clipper plug-in announced Soundtheory have announced the launch of Kraftur Focus, a new edition of their parallel clipper plug-in...

27/06/2025

Thales and KONGSBERG to establish new major Defence communications joint venture in Norway

Facebook Twitter LinkedIn Thales, a global high-tech leader, and Kongsberg...

27/06/2025

RTL Group to acquire Sky Deutschland

Friday 27 June 2025 Combination of RTL Deutschland and Sky Deutschland (Germany, Austria, Switzerland) to create a unique proposition in entertainment, sports ...

26/06/2025

AgileTV will develop the TV service for LIWEST in Austria

Bilbao Linz, June 26th 2025 - AgileTV, a European leader in TV and video technology solutions, has signed an agreement this week with the Austrian telco LIWES...

26/06/2025

Ad-hoc News: aconnic AG places capital increase and postpones publication of annual report until completion of the transaction

aconnic AG (ISIN: DE000A0LBKW6), Munich, has resolved, based on the decisions ma...

26/06/2025

KRK launch Kreate Series monitors

Three new entry-level models introduced Catering to everything from casual listening to professional content creation, KRK's new Kreate Series monitors ...