The launch of the ESPN Flagship direct-to-consumer streaming platform is fast approaching, and it appears that ESPN is making every effort to incorporate as many content options as possible. The network aims to become a one-stop shop for sports enthusiasts and has expressed its desire for the platform to become the “Netflix of sports.” This could involve expanding their rights or providing access to regional sports networks, despite the ups and downs of mergers, partnerships, and licensing content, including the unsuccessful Venu Sports initiative and speculation around a potential deal with Fox Sports, who now seem to be venturing into their own streaming service.
Additionally, to attract younger sports fans, ESPN is considering the inclusion of user-generated content (UGC) in the ESPN Flagship platform. According to Alex Sherman’s weekly CNBC Sport newsletter, while details are still unclear, this initiative aims to capture the interest of this demographic. An ESPN spokesperson, however, declined to elaborate on the specifics.
ESPN will debut its bet-the-company “flagship” application this fall. One interesting nugget I learned: ESPN will build user-generated content (UGC) into the platform. I’m still a bit hazy on the details, but I reported back in July that Disney executives think about the YouTube threat “every day” and were discussing adding UGC to Disney+. An ESPN spokesperson declined to comment.
I’m told at least some of the UGC won’t be ready at initial launch and will be geared toward parents – or at least a shared experience between kids and parents. That makes sense. While Gen Alpha has easy access to YouTube because it’s free, it’ll be up to their parents to pay for the ESPN application – $25 or $30 a month, I’m told. Executives are still weighing the right price between those two options.
User-generated content may seem an unusual fit for a major brand like ESPN. However, the appeal for young fans could lie in the ability to upload their own videos and showcase their highlights or reactions alongside live broadcasts of Monday Night Football or NBA games. While the strategy is understandable, it does feel a bit off; the main attraction of ESPN Flagship remains its extensive array of exclusive live sports rights. After all, viewers can currently find countless fan-created videos on YouTube without needing a subscription.
This reflects ESPN’s broader strategy of trying various elements within their direct-to-consumer model and seeing what resonates. Whether it’s through “Sam reacts to seeing Stephen A. Smith troll the Dallas Cowboys for the first time” videos or other user-generated content, it’s all part of their goal to engage viewers.
