Yahoo's live-stream of a regular season game between the Jaguars and Bills may have broken ground for a bigger streaming agreement with the NFL. The online video provider is reportedly in talks with Commissioner Roger Goodell over adding an OTT streaming component to the league's Thursday Night Football offering.
For those concerned about pay-TV's most powerful programming asset leaking out of the ecosystem and into over-the-top channels, this won't come as good news: An NFL regular-season matchup featuring two mid-market divisional cellar-dwellers, streamed by Yahoo from London in the early-morning U.S. hours Sunday, drew an audience of 15.2 million unique users.
Yahoo's first-ever live stream of an NFL game garnered 15.2 million unique viewers, a number that lands it squarely between average unique viewers for Thursday Night Football online streams and Monday Night Football streams, according to NFL.com.
Yahoo's increased focus on its mobile, video, native and social media offerings, also known as Mavens, led to a corresponding jump in revenue for the business segment of 43 percent, to $422 million. However, the company missed analyst forecasts for overall revenue and earnings per share.
As Advertising Week kicks off in New York, Yahoo, Google and AOL separately gave the multiday confab an OTT-centric push, announcing major updates to their advertising and streaming platforms. Yahoo said it has made BrightRoll its unified brand for programmatic advertising, while Google announced two key updates ad features on its platform.
The National Football League is getting more responsive to fans' demands for online video options: the organization is rolling all of its subscription offerings, including NFL Now, into a single $99 Domestic NFL Game Pass for U.S. viewers. And internationally, the league renewed its deal with multiscreen delivery provider RR Media to deliver games via Internet, fiber and satellite to several countries.
CBS Corp. will offer unauthenticated streaming access to two NFL regular season games this season, taking the pay-TV ecosystem's most expensive programming asset over the top.
The big announcement was around in-app sharing and ad integration with its Tumblr blogging platform, but app makers were buzzing about all kinds of things on Twitter as they attended Yahoo's recent developer conference in New York City.
AOL is boosting its programmatic advertising strategy, announcing that it has added video to its premium ad platform with five formats available to advertisers. Meanwhile, Yahoo said that its integrated marketing play with Honda saw big results in terms of viewers' brand awareness.
Mobile "addicts," or those who launch apps 60 times or more each day, have grown in number by 59 percent over the last year, according to Flurry.