Roger Hampel
In the ever-evolving landscape of digital sports consumption, the Bundesliga has embraced a dynamic approach with the introduction of "Shorts" – short video clips tailored for smartphone users. This entertaining and personalized content format is gaining rapid popularity among Bundesliga and Bundesliga 2 fans, providing an immersive and unique experience within the official Bundesliga app.
Shorts: A Universal Appeal
Bastian Zuber, Interim CEO and COO at DFL Digital Sports GmbH, highlights the universal appeal of Shorts, stating, "Shorts are a common format that is consumed by all age groups." Recognizing the shifting media consumption behavior, the Bundesliga app now seamlessly integrates Shorts, presenting content in a smartphone-optimized 9×16 format.
A Glimpse Beyond the Game
Originally conceived as a pilot project catering to ten- to 14-year-olds, Bundesliga Shorts have evolved to offer authentic insights into the activities before and after games. This goes beyond match highlights, encompassing the best goals, saves, skills, tricks, scenes at stadiums, dressing room moments, training clips, and Social Media Matchday Feed content. The objective is clear: to provide fans with a closer connection to their favorite clubs and the league as a whole.
Enhancing User Value
Björn Rosenthal, Head of Product at DFL Digital Sports GmbH, emphasizes the aim to offer added value to users through exclusive video content. The success of the project, with users watching an average of 14 videos per visit, led to the integration of Bundesliga Shorts into the app's home feed. By prominently featuring Shorts, the app encourages users to spend more time exploring, resulting in an increased average dwell time of over ten minutes.
Popularity in Numbers
User engagement metrics showcase the overwhelming popularity of Bundesliga Shorts. With an increase in interactions and an average of 20 videos viewed per session, the Shorts have become a staple in the Bundesliga app. Users now spend approximately 640 seconds engaged with videos, showcasing the significant impact of this captivating content format.
Personalization for a Tailored Experience
DFL Digital Sports is not just stopping at engaging content; personalization is now at the forefront. A new AI-based feature introduced in November 2023 allows users to tailor their Bundesliga experience based on preferences. Users can specify their favorite club upon registration, and the app intelligently curates content to match individual interests. This personalization extends to Shorts, ensuring that users are presented with content that aligns with their preferences.
DFL's Technology Partner: Amazon Web Services
Amazon Web Services plays a pivotal role in making this personalized experience possible. With Amazon Personalize serving as the recommendation engine, the app dynamically arranges content to cater to user preferences. Early indicators suggest that this personalization feature is resonating well with users, enhancing the overall Bundesliga app experience.
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