Q&A: Perform USA

Sport Business News

Following the launch of its ePlayer video–on–demand (VOD) streaming service in the USA, MEI speaks to digital sports company Perform's managing director, Juan Delgado.

What is your role and what are your responsibilities at Perform? I am managing director of Perform in the Americas, overseeing our operations from our New York office for the region, including Canada, US, Mexico and the rest of Latin America. Our team here covers everything from rights acquisition, account management, product launches, online marketing, ad sales and technology integration. For the benefit of our readers who don't know Perform, what does your company do? Perform commercialises multimedia sports content across internet–enabled digital platforms. Through production, technical and commercial solutions, Perform powers digital channels that distribute content in a number of forms – video, editorial, audio and data – across multiple platforms, to millions of sport fans around the world. Please describe what Perform does in the US and why this market is of interest to the company? The US is an extremely mature market in the context of the relatively young digital media market. US consumers spend more time interacting with premium content online and across mobile devices than any other nation in the world. Subsequently, as a company who specialises in this space, the opportunity to provide the best sports content to US sports fans across these platforms is a very attractive one for Perform. Since opening the office in early 2009 we have expanded rapidly, opening an office in Los Angeles and winning contracts with Fox Soccer, CONCACAF, CBS, Univision, Rogers, CBC. More recently, we launched our ePlayer 2. 0 video platform across some leading online publisher websites (such as NYPost. com) with a significant range of aggregated sports highlights including MLB, NBA, NHL, MLS, PGA Tour, WTA and ATP Tennis and UFC. What are the benefits to rights owners of your new ePlayer product? ePlayer 2. 0 offers a great opportunity for rights owners to showcase the very best of their sport at a very localised level, specific to each major US city which usually includes a team across every league. ePlayer currently appears on 400 plus global publishers in 13 territories and streams over 153m videos to a 46m–strong global audience every month. This naturally provides rights holders with a digital platform to get their sports and their sponsors in front of a significant audience. How are you monetising the product? ePlayer is a free to view player which suits the fans and the publishers. We have partnered with Silver Chalice, a Chicago White Sox subsidiary (one of the largest MLB teams), who represent the advertising inventory around ePlayer 2. 0 and its premium content to brands. Compared to say, the UK, do you think the demand for digital media products from US consumers is more sophisticated, less so, or about the same? As mentioned, the US is a mature market in the context of digital media. They are a sophisticated audience who are used to interacting with online and mobile platforms and I would say the market is approximately six months ahead in the US than the UK currently is. Its been the norm that we have seen trends relating to digital media filter over from the US but it is nice for Perform to be over here taking our innovative approach to sports content distribution to the US market.

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