Is Sky heading for a Blockbuster moment?

If Sky has learnt one thing this last week, it’s that people will steal content.

Duco Events and SKY have every right to be pissed off. But the dumbest thing SKY can do is waste resources trying to bring the people, who illegally streamed the Joseph Parker fight, to justice. If they continue down this road they’ll lose sight of the prize and set themselves up to have a Blockbuster moment.

Game of Thrones, Breaking Bad and the Premier League football are some of the most heavily pirated shows, yet even they can’t stop this behaviour.

SKY need to embrace the ‘why’ and ‘what’ people are doing. In the process it will give them a deeper understanding of how to connect with new consumers and maybe even create a new revenue stream. This sort of thinking is crucial when SKY subscription numbers are dropping, prices are increasing and as negative brand sentiment swells.

What do I propose they do?

Embrace the world’s largest social network and give Facebook Live rights to stream content in real time. BBC and SKY UK have signed agreements with Facebook to live stream some of their sports content. This non-linear broadcasting approach allows content to be shown that otherwise wouldn’t because of time restrictions and codes of conduct. In addition, BBC and SKY can deliver greater customer demographic insights to their advertisers.

Read more: BBC and Sky UK sign deal with Facebook Live.

Facebook Live is a goldmine for advertisers and broadcasters and delivers an unprecedented experience for viewers.

Facebook’s head of global sports partnerships, Dan Reed commented that

Live offers them huge engagement with their audiences. More than a linear broadcast format like TV does and the more progressive broadcasters are seeing that they can use it to offer content that would be hard to squeeze into a traditional TV broadcast. 

In April the NFL awarded digital streaming rights to Twitter for all Thursday night games, allowing fans to watch the game and comment all in one place.

Why has Twitter jumped into the streaming game when their platform proposition is all about micro-moments? Boost falling user numbers and increase engagement. Sound familiar?

iTunes, Netflix and Spotify are proof that people are prepared to pay for online content, but the price needs to be palatable and the service exceptional.

Stealing content like the Joseph Parker fight isn’t costing SKY millions. Unreliable technology, high costs and a disconnect with their customers is costing them millions.