THE NEW MEDIA VALUE CHAIN: PART 4

AN INCREASINGLY CREATIVE VALUE CHAIN

Brands are not the only ones to innovate, adopting new strategies and technologies to create value. The U.S. is a particularly interesting case in point. Cablevision, a regional cable TV provider, identified an opportunity in its Long Island, New York market: inter-school sports competitions. As a result, the group became the broadcaster of live sports programs in the Long Island area, providing yet another reason to build subscriber loyalty. This example makes the most of TV Everywhere authentication solutions, which protect proprietary content while giving subscribers access to their programs wherever they are, whenever they want.

Channels are also adding access to exclusive online content to the reasons for subscribing to their offering. HBO, renowned for its series, has even gone so far as to [consider] a partnership with Internet service providers to be broadcast online and acquire new subscribers who would not have cable, and thus compete with major online video players such as Netflix.

WHAT THIS MEANS

The proliferation of mobile devices has transformed our vision of television, and its role in the entertainment ecosystem. Brands and media outlets looking to get closer to their customers now realize that their audiences are looking for a personalized video experience. Whereas the paradigm of traditional television was linear (production then broadcast), digital offers a fully programmable space. This convergence makes the future of television as much an editorial challenge as a technical one. Audiences have changed, and everyone now has their own expectations in terms of video consumption experience and content choice.

Instead of the linear, volume-based value chain we used to know, a multiple network combining volume and value is emerging as the way of the future. Brands and media today need technical solutions that enable them to reach their audiences through video content present on any media or platform.

LIVE STREAMING REDEFINES THE EVENT EXPERIENCE

Whether it’s corporate events, like Larry Ellison’s keynote at Oracle OpenWorld, or glamorous occasions such as the BAFTAs (British Academy Film Awards), live streaming has transformed events. These events, which once captivated only the onsite audience, now reach a far broader audience thanks to advancements in live streaming technology.

This new reach enables events to become topics of global public discourse, extending beyond limited newspaper coverage or traditional TV broadcasts. Whether standing on the red carpet, relying on traditional media, or watching in real time on a smartphone, tablet, or PC from anywhere in the world, viewers can now experience events anytime, anywhere. For event organizers, this expansion of reach is overwhelmingly positive, driving increased online engagement and traffic. If monetized effectively, live streaming can also generate additional revenue.

The interest in live streaming has surged in recent years. For example, organizers of the NBA industry trade show use live streaming technology to broadcast their events to massive online audiences. Live events tailored for large online audiences have become a significant trend. Thanks to multiscreen video technology, audiences can watch these events from virtually any location, no longer restricted to the TV in their living rooms. This flexibility is especially important for live broadcasts, which viewers increasingly enjoy discussing and commenting on in real time.

One of the most notable developments in media consumption is the rise of “second screen” usage, where viewers use additional devices, such as smartphones or tablets, to share and discuss their viewing experiences on social networks. This enhanced viewing experience is particularly popular with live, one-off events. In fact, as early as the first quarter of 2013, sports and special broadcasts accounted for nearly 60% of second screen viewing. The availability of powerful cloud-based live video encoding tools has further reduced the high costs and complexities traditionally associated with in-house multiscreen live streaming. This innovation gives media companies greater flexibility to meet growing viewer demand for live events.

WHAT’S NEXT FOR LIVE STREAMING?

Cloud technology is paving the way for more personalized and individually tailored live streaming experiences. For instance, two viewers watching the same Oscar awards live stream online could receive dynamically inserted advertisements customized to their individual preferences and demographics. This approach not only enhances the social nature of live video events but also creates a more holistic and personalized viewer experience. It benefits everyone involved: the viewer enjoys relevant content, the advertiser gains a targeted audience, and the publisher increases engagement and revenue.

Live streaming has redefined how events are experienced, making them more interactive, accessible, and impactful than ever before. With ongoing technological advancements, the future of live streaming promises even greater opportunities for personalization and audience connection.

Video brings about a revolution in internal communication at McDonald’s Japan

Video messages are a very convenient tool for communicating with a community of this size. We believe that Brightcove is the best solution for providing an efficient environment for viewing videos in stores.

Yotsuya Nobuyuki
Director, Technology Architecture & Service Management, Operations & Technology Division

McDonald’s Japan has been growing for 40 years and is the dominant player in the fast food industry. It now has nearly 3,000 stores. Unfortunately, the development of training programs has lagged behind. Until recently, the head office had been compiling training information in booklets. In that case, the entire booklet had to be reprinted and redistributed to all McDonald’s Japan stores every time it was updated. Furthermore, employees had to go to the back room every time they had a question and flip through the booklet to find the answer. With the number of non-native Japanese employees increasing and turnover reaching 50%, McDonald’s Japan needed to implement training for all employees in an efficient manner.

By using video training on iPads and Brightcove in the backend, McDonald’s Japan has revolutionized training for its multilingual employees. The revolution is not limited to training. Now, messages from the CEO and team building are also shared via video. Now, all teams can get the latest information they need with a single touch. By using Brightcove, McDonald’s Japan has been able to transform internal communication by energizing employees with video, accelerating the delivery of messages and training.

EVERYWHERE COMMERCE: AN ONLINE RETAIL TREND

Visual content is at the heart of every successful modern content marketing strategy. According to studies by market researcher eConsultancy, nearly three-quarters of digital marketers agree that brands are increasingly adopting the role of publishers, leveraging digital media—especially online videos—to strengthen relationships with existing and potential customers. Research by Internet Retailer shows that product videos not only enhance consumer confidence in online purchasing decisions but are also 85% more likely to lead to a purchase among consumers who view them.

Additionally, the “Kaufrausch-Studie” (Spending Spree Study) conducted by the German E-Commerce and Distance Selling Trade Association highlights that videos and blogs are becoming key drivers of purchasing decisions, particularly among women. The rise of digitalization, reflected in trends like multi-screening and mobile shopping, allows consumers to act on purchasing impulses anytime, anywhere. This phenomenon, often referred to as “Everywhere Commerce,” is reshaping the dynamics of content marketing.

COMMERCE AND MARKETING ARE MERGING

Online retailers now have unparalleled opportunities to communicate directly with their customers, boosting both sales growth and customer retention. Content marketing plays a pivotal role by enabling brands to share authentic, engaging messages through branded content, effectively connecting with both current and new customers. Branded content serves as an ideal gateway to a brand, blending the shopping and brand experience. To provide customers with an omnipresent shopping experience, retailers must eliminate the divide between shopping environments and marketing. When storytelling seamlessly integrates with the purchasing process, brands can create a cohesive and engaging experience.

TARGETED CONTENT DELIVERED ANYTIME, ANYWHERE

In today’s digital world, retailers must proactively reach their customers rather than waiting for customers to find them. This means delivering content at the right time, on the right devices, and in the right places. Creating a cross-screen content experience with responsive design ensures that the shopping experience is truly ubiquitous. Consumers naturally seek to identify with brands and products, making purchasing decisions on their own terms—wherever and whenever the impulse strikes.

VISUAL CONTENT BECOMES CENTRAL TO PURCHASING

Visual elements such as images and videos should be central to any content strategy. For visual content to become a sustainable and value-adding resource, it must deliver measurable results—in e-commerce, this means driving sales. Interactive visual content, often referred to as shoppable content, is one of the most exciting trends in retail content marketing. Interactive videos, in particular, are transitioning from passive brand awareness tools to active sales channels. According to a study by IFH Berlin, products featured in videos sell, on average, four times more frequently. This growing demand among retailers for interactive video content underscores its effectiveness. However, there is still significant room for growth: a Wirtschaftswoche survey revealed that nearly a third of retailers do not yet have an online presence, highlighting untapped potential.

THE TECHNOLOGY IS READY

Advanced video and shoppable technologies, such as those from Brightcove and partners like Kiosked, enable brands to integrate storytelling with e-commerce seamlessly. By combining visual content with purchasing processes, brands can offer consumers a consistent, omnipresent shopping experience. Interactive online videos are a critical tool in this approach, transforming how consumers engage with brands and shop online. As a result, interactive videos should play a prominent role in the marketing strategies of all online retailers, ensuring a seamless and engaging customer journey while driving measurable business outcomes.

THE NEW MEDIA VALUE CHAIN: PART 1

The mass TV audience was born in the early 1950s. A close relationship was formed between major brands who wanted to promote their products, and program directors eager to generate viewership and monetize their exclusive content. For many years, this system remained the same, but recently new forces have emerged to challenge and break the traditional media value chain. Rather than remaining a static group of consumers waiting patiently for content to be distributed, it is now the public that is taking control.

The traditional media and entertainment value chain included:

  • Content creators: The creative force behind content (actors, directors, scriptwriters, etc.)
  • Content owners: Studios
  • Production and aggregation: Production companies
  • Distribution: Broadcasters
  • Consumption: Audiences accessing content via cable or satellite

The advertising side included:

  • Advertisers (brands)
  • Creative agencies
  • Media planners and media buyers
  • Broadcasting

For almost half a century, the world of television was based on a reliable system in which brands worked with agencies that handled advertising buys. Media planners applied ad buys to broadcast content, while studios distributed content to broadcasters. Comfortably seated, the audience was ready to absorb this content. It was a very linear process, where everyone had their place and seemed content with it. The whole process was built on quantity.

Technology creates the conditions for change… and the public leads the way.

New technologies and consumer habits have completely overturned this process. For example, video users are transforming the industry and shifting priorities by consuming content from a multitude of devices, channels and sources. Consumers now have a huge number of consumption options (streaming via PC, online video viewed from mobile or tablet, TV box, video apps) while also having the power to skip advertising and make their own programming.

One thing is clear: Audiences are no longer passive. They have become active participants, choosing the content they wish to view. As a result, players in the traditional value chain find themselves confronted with both tremendous opportunities and worrying threats.

100 simultaneous live streams at Inter High

MID-ROLL ADS IN LIVE BROADCASTS

Sports Communications is the company that operates the internet sports media “SPORTS BULL” (abbreviated to “Spobu”). It has partnerships with over 60 media outlets and covers over 40 sports. It is not just sports with a wide fan base, such as baseball and soccer, but it also picks up detailed information on sports that may be minor now but want to expand their fan base, and the number of users is increasing rapidly. The number of viewers and visitors increases dramatically during events, and the number of daily active users (DAU) for the 2018 summer high school baseball tournament exceeded 3 million. Like high school baseball, the summer’s major content is the Inter-High School Athletic Meet. Yusuke Kumagai, a director at the company, says, “Amateur sports have a very wide target audience. It is deeply rooted in the local community, and can be enjoyed by people of all ages, from the current generation to the parents and grandparents of that generation. In fact, only about half of the people at our company have the habit of watching professional sports. Even so, everyone is drawn to amateur sports. There is a mysterious charm to them, and it may be the original experience of many Japanese people who have had club activities in their school days. For the company, which is working to distribute information on all kinds of sports, and for the fans of Spobu, this tournament to decide the best high school team in Japan is a major event.

The desire to broadcast the Inter-High live led the company to decide to adopt a video platform. Since its founding, the company has been distributing several video contents, and the response from viewers has been good. However, the burden on the content managers was heavy, and it was difficult for a startup company with a small number of staff to fully engage in video. When it comes to live broadcasting, the burden increases even more, and it is necessary to have a full-time staff member. As a system that can solve such issues, Brightcove Video Cloud was the best fit.

Mr. Taiki Kumagai, Manager of the Development Department, recalls, “Brightcove Video Cloud was the only solution that could be used to stably operate live streaming with pre-roll and mid-roll advertisements. The fact that IT knowledge was not required for the operation was also attractive, and we were confident that we could achieve live streaming for Inter-High.tv and BIG6.tv (Tokyo Big 6 Baseball League) with our current system.

700 LIVE BROADCASTS WERE ACHIEVED DURING THE INTER-HIGH PERIOD

Brightcove was adopted in 2018. At the time, there were about 10 employees. They proceeded with tests in preparation for the summer Inter-High, and held numerous meetings with local partner companies that would actually film the matches. They then established a process for filming videos, importing them into Brightcove Video Cloud, and distributing them. We decided to issue a dedicated account and have them deliver the videos by accessing the video platform directly from the local area, eliminating the need for them to upload, download, and re-upload the videos. In this way, we were able to deliver the matches live to viewers with the minimum amount of administrative work.

We will soon enter the 5G era. The need for video will only continue to grow. I feel that preparing the platform and streamlining the delivery process in advance was a great benefit for our business.

Yusuke Kumagai

Director, Undo Tsushinsha Co.

The distribution was on a large scale. Over 100 videos were delivered to viewers per day. Live broadcasts were also run simultaneously for multiple sports, with 700 matches broadcast live during the period. In the end, around 12,000 videos of various lengths were edited and published as video content.

“Now that we can complete all our work on the video platform, we feel that the total man-hours required have been reduced by about 30%. I can say with certainty that we would not have been able to achieve this scale of distribution without Brightcove Video Cloud” (Taiki Kumagai).

CONTENT THAT CAN BE ENJOYED BY ‘PASSIONATE USERS’

It is said that amateur sports have many “heavy users”. They stay for long periods of time and watch the videos in detail. There are also many users who visit the site repeatedly. The number of impressions may not be as high as for major sports, but there are definitely users who have a passion for the sport. The company is trying to deliver content that will make these users enjoy the site even more.

Yusuke Kumagai says, “Our aim is to become a presence that ‘watches’, ‘plays’, and ‘supports’ sports. At the moment, we are focusing on ‘watching’ using videos, but we are also trying to support the creation of experiences through ‘playing’.”

In the future, we want to become a presence that supports. Our goal is to be more directly involved in supporting the transmission of better information and consulting on monetization methods, while cultivating and developing the audience that is interested in our content. In doing so, they may be able to convey the appeal of excellent video content and the advertising revenue it generates to all kinds of sports organizations.

“We are about to enter the 5G era. As communication speeds increase and it becomes possible to exchange large amounts of data at high speeds, the demand for video will only continue to grow. I feel that preparing the platform and streamlining the distribution process in advance has been a great benefit to our business,” he says.

SETTING UP AN END-TO-END ENCRYPTED TRANSCODING PIPELINE

For many Zencoder customers, ensuring that their content is secure during the transcoding process is a top priority. Now that Zencoder supports encrypted inputs, customers can ensure that their data is never stored in the plain as it flows through Zencoder. In short, Zencoder can accept encrypted input, decrypt it for transcoding, then re-encrypt output videos before writing them to a storage location. The importance of this workflow is that both inputs and outputs are then protected. If an unauthorized user were able to access these encrypted files, they would be unable to view them without the key and IV pair used to encrypt them. Let’s walk through how this process would look. Before we get started, we’ll need an encrypted input. For this example, we’ll encrypt a file locally using OpenSSL, then upload it to S3 before creating the transcoding job.

$ openssl aes-256-cbc -k zencoderisawesome -in trailer_test.mp4 -out trailer_test.mp4.enc -p

The -k flag is the secret we want to use, which in this case is “zencoderisawesome”. The -p flag tells OpenSSL to print out the key when it’s done, which we’ll need for decryption later. For us, the output looked like this:

salt=9E7E90A964768A2F
key=DAFF64EAE3B3AB9C7905871E407293D4987E16DE76578372E161B1261F39CD66
iv =375FDBBB213C062D544FCB5A6ACBA44E

Now the file is encrypted, so you shouldn’t be able to play the file as you would have before. Now we need to upload the file to S3 or an FTP server somewhere so Zencoder can access it. We’ll just use the S3 upload interface.S3 UploadTime to build the request. We’ll use the Node.js library to send the request in these examples, but the same requests could also be sent using another tool such as the Request Builder. We’ll need to specify the encryption key and IV we used above for the input.

var zencoder = require('zencoder')();
zencoder.Job.create({
  input: "s3://zencoder-demo/trailer_test.mp4.enc",
  decryption_method: "aes-256",
  decryption_key: "DAFF64EAE3B3AB9C7905871E407293D4987E16DE76578372E161B1261F39CD66",
  decryption_password: "zencoderisawesome"
}, function(err, data) {
  if (err) {
    console.log("Job wasn't created");
    return console.log(err);
  }
  console.log("Woo!");
  console.log(data);
});

This would be enough to create a standard h.264 output, but it wouldn’t be encrypted in any way. Sometimes this is useful, because you may want to take an encrypted mezzanine file (a very high quality file used to create other, lower quality outputs) and use it for watermarked or lower quality outputs for distribution. Let’s pretend we want to take one mezzanine file, and upload it to three different services. We want one output to be an unencrypted, low quality version with a watermark, and the other two to be encrypted using 2 different keys, one with an identifying watermark and the other without. Before we can create this request, though, we’ll need to generate the two keys we’re going to use. We’ll use OpenSSL again to create these new keys:

$ openssl enc -aes-256-cbc -k supersecret -P
salt=12B83BBF81DFA5B7
key=48A9E3FA8A629AEBA5B4F1FAC962920F0D7084E306E0D01A0ED01C920BBCBD08
iv =2B3CABAB503198DB32394245F54E2A34

$ openssl enc -aes-256-cbc -k anothersecret -P salt=DE2DE044EA5FEB2A key=3AAE9D6E5212224BB9F76E328D2BD826F17B4FC292845B6E3B72634D2C28052D iv =169C3DE53C56E74130CDA57BA85F8255

Now we can use these keys when we encrypt the outputs during the transcoding process.

zencoder.Job.create({
  input: "s3://zencoder-demo/trailer_test.mp4.enc",
  decryption_method: "aes-256",
  decryption_key: "DAFF64EAE3B3AB9C7905871E407293D4987E16DE76578372E161B1261F39CD66",
  decryption_password: "zencoderisawesome",
  outputs: [
    {
      url: 's3://some-bucket/decrypted.mp4',
      quality: 3,
      width: 320,
      watermarks: [{
        url: 's3://zencoder-live/test-job-watermark.png'
      }]
    },
    {
      url: 's3://some-other-bucket/encrypted-watermarked.mp4',
      width: 720,
      watermarks: [{
        url: 's3://zencoder-live/test-job-watermark.png'
      }],
      encryption_method: "aes-256",
      encryption_key: '48A9E3FA8A629AEBA5B4F1FAC962920F0D7084E306E0D01A0ED01C920BBCBD08',
      encryption_iv: '2B3CABAB503198DB32394245F54E2A34'
    },
    {
      url: 's3://some-bucket/encrypted-out.mp4',
      width: 720,
      encryption_method: "aes-256",
      encryption_key: '3AAE9D6E5212224BB9F76E328D2BD826F17B4FC292845B6E3B72634D2C28052D',
      encryption_iv: '169C3DE53C56E74130CDA57BA85F8255'
    }
  ]
}, function(err, data) {
  if (err) {
    console.log("Job wasn't created…");
    return console.log(err);
  }
  console.log("Woo!");
  console.log(data);
});

Omitting encryption from one output and encrypting two others separately might seem like a wacky thing to do, but consider the use case. The low quality output could be used as a sample (you could even create a shorter clip for this purpose). One of the high quality versions has a watermark identifying the person the video is being uploaded to, so you could provide them the key to decrypt and watch, and if the video is ever found outside of their control you know who’s copy it was. The third, unwatermarked copy would be uploaded back to a bucket we control, so we can use it for distribution later. Once you have one of these encrypted files locally, you can decrypt it using a similar process to the one we used to encrypt it originally. To unencrypt the watermarked file: $ openssl enc -aes-256-cbc -d -K 48A9E3FA8A629AEBA5B4F1FAC962920F0D7084E306E0D01A0ED01C920BBCBD08 -iv 2B3CABAB503198DB32394245F54E2A34 -in encrypted-watermarked.mp4 -out decrypted-watermarked.mp4 To unencrypt the file without the watermark: $ openssl enc -aes-256-cbc -d -K 3AAE9D6E5212224BB9F76E328D2BD826F17B4FC292845B6E3B72634D2C28052D -iv 169C3DE53C56E74130CDA57BA85F8255 -in encrypted-out.mp4 -out decrypted-out.mp4 There you go! You’ve now got an end-to-end encrypted encoding pipeline. The encrypted file used in these examples is available in that location and was actually encrypted using these credentials, so feel free to use that as a test file. Just a note, this is not to be confused with digital rights management, or DRM. A proper DRM solution handles things like access rights to content which can be much more granular, down to certain devices and users. Encrypted files can only be viewed using the encryption key and associated password, but that’s the only criteria.

PLAYBOOK: HOW TO CREATE A SPORTS VIDEO STRATEGY

The value of sports goes beyond a game, league, team, or player. Fundamentally, sports is composed of moments. And people don’t just remember a moment; they remember where they were, who they were with and even what they were eating. Sports grow and thrive on emotion. Whether it’s joy, despair, or envy, sports evoke a range of emotions in one second, one hundredth of a second, or after one decade.

When publishers think about sports in context of video, they should realize the opportunities to engage viewers and create an experience that melds the spontaneity of news, the dramatic arc of narrative film, and—with the passing of each game and each season—a trove of data.

4 S’s of Sports

For publishers, the opportunities to drive greater audience engagement with video can be grouped into four categories.

  • Statistics and scores
  • Social and sharing
  • Spontaneity
  • Stories

Statistics and Scores

Statistics and scores are how we record, measure, analyze, and track sports. Inevitably, someone or some team receives the “W” and at least one person or team receives the “L,” with the occasional tie/draw for good measure.

Video can provide context for any type of real-time statistics.

During a sporting event, while it’s common to showcase the “big” plays, non-scoring moments are just as effective to understand the ebb and flow of a game, team, or player.

  • Penalties (or controversial or missed calls)
  • Seemingly minor moments (e.g., a hesitation during a relay exchange, a player substitution)
  • Strategy (e.g., set plays in football, volleyball)
  • Performance (e.g., player splits or changes in pitching velocity)

For some, the sport itself is only a vehicle for an even greater passion that spans not just games, but seasons, jobs, cities, and friendships.

While fantasy sports games are most popular with baseball and football, it’s not uncommon to see fantasy games for soccer, basketball, auto racing, golf and more.

During the fantasy sports season and during an individual game, video can be used to augment the real-time data collected from recent games or games in progress, highlighting any type of fantasy sports “scoring,” from touchdowns, goals, strikeouts, big yardage gains, and more.

But fantasy sports participants also spend their time passively staring into a stream of real-time data. Publishers can extend this data-driven experience into a leanback video experience by aggregating, consolidating, and serializing video highlights into a video story about their fantasy team and players—a virtual “sizzle reel” of statistics and scores.

Even more compelling than synchronizing video with real-time or recent data is the potential for utilizing video to create additional context when researching team and player statistics. Publishers can create compelling experiences by enabling consumers to not just view statistics but to research via video.

Social and Sharing

Sports is commonly a social activity for participation, attendance, and viewing.

Video can play an important role beyond watching the game itself.

Whether delivered via a personal network (email or text) or a social network (Facebook or Twitter), sports lives beyond the moment, enhancing its replay value.

With social media, publishers can use video to:

  • Start conversations about a specific moment (a score, an “almost” score, an exuberant fan or a frustrated coach)
  • Enable viewers to start a conversation about a specific moment, “remix” their own series of moments, or create their own SportsCenter-style recap
  • Create new opportunities for monetization with sponsored themes of content

Sports clubs and leagues can use video to:

  • Announce changes to a stadium to entice season ticket holders or attendees (e.g., dining options, views from bleachers and suites, and previews of special game day events or giveaways)
  • Leverage user-generated content to strengthen the fanbase and mobilize that audience to build long-lasting brand value, (e.g., the “best” examples of signs, cheers, “at home” fans, tailgate parties, and food)

Spontaneity

Publishers should ensure all video experiences, from desktop to mobile to Connected TVs, adapt to the viewer’s desire to discover content. Sports content has the unique characteristics of being:

  • Consumed both live, time-shifted, and pre-recorded
  • Viewed from the perspective of leagues, teams, players, and fans
  • Inextricably linked to data

With all these facets, publishers have the opportunity to optimize discovery and promotion to increase engagement and monetization.

In the leanback mode of video consumption, publishers should let the content feel spontaneous. A viewer may start by watching a replay of Michael Phelps’ gold medal victory by the narrowest of margins: one hundredth of a second. Keying on the video’s notion of a “close finish,” the video experience could automatically program a dynamic playlist of similar content: Christian Laettner’s turnaround jumper against Kentucky, Jimmie Johnson’s 0.0002 second victory at Talladega, or the Blackhawks’ last minute rally to win the Cup.

Stories

Video can tell a story in six seconds or six hours. For publishers that focus on sports content, every video tells a story: a story about a league, a team, a player, a coach, or a fan. But sports stories, as they can encompass any number of factors, can extend beyond the more traditional set of organized leagues.

Armed with a GoPro, we can watch an angler wrestle with a 950 pound Marlin, climbers scale El Capitan, players engage in geocaching, or urban explorers scurry beneath the cobblestones of Paris.

Publishers have the unique opportunity to appeal to the emotions of the consumer. While news content is transient and derives value from both its immediacy and as a historical archive, a sports moment can be watched again and again and again with the same level of drama.

Sports enables people to engage in their passion, as a participant or as a fan, with video playing a vital role that can heighten the experience with every win, lose, or draw.