Fubo says “the majority” of ESPN Unlimited content is now directly ingested into its app for subscribers of the virtual MVPD’s new Fubo Sports skinny pay TV plan, meaning subscribers can watch the sports programming directly from within the Fubo app versus being redirected to the ESPN Unlimited app and authenticating there.
“Ingestion” has emerged as a hot buzzword in media tech recently, with streaming companies looking to offer third-party content within their own apps rather than having to re-direct to partner apps and services. Data collection and monetization occur far more easily when content is centralized on a service’s own app. And with ingestion, since users don’t need to leave the platform to access third-party content that’s available with their subscription, it can encourage users to stay on the app longer and potentially boost engagement. You can read LightShed Partners analyst Richard Greenfield’s in-depth discussion on the topic here.
As Greenfield noted, ingestion emerged as a core sticking point in recent program licensing negotiations between YouTube TV and NBCUniversal, with the virtual MVPD essentially telling the media company that if it was going to overpay for NBCU content that consumers can stream on Peacock for less, it at least wants to ingest that content directly into YouTube TV.
Greenfield contended that NBCU might actually be better off with its content directly accessed via YouTube TV.
“The irony is that while legacy media wants to build direct customer relationships and control the data, they are not very good at leveraging data nor building tech, implying that allowing YouTube TV to ingest and market the content within its platform would actually drive engagement for legacy media’s content,” the analyst wrote.
Fubo Sports launched on Sept. 2 with more than 20 channels, including ABC, CBS and FOX, plus additional affiliates in select markets. Also included for the $55.99-a-month charge ($45.99 at signup with promotion) are ACC Network, Big 10 Network, CBS Sports Network, ESPN, ESPN2, ESPNews, ESPNU, Fox News, FS1, FS2, Fubo Sports Network, ION, NFL Network, SEC Network and Tennis Channel, with some network 4K content also available.
As Fubo noted to StreamTV Insider, the vMVPD — which is in the closing stages of being acquired by ESPN-parent Disney — is one of the first streaming services to make the ESPN content directly available from within its app. (Notably, subscribers to other Fubo pay TV plans – Pro and Elite - will continue being redirected to the separate ESPN app where they can access content via Fubo login credentials).
Also worth noting: the easing of the Fubo Sports app’s user experience comes right after the launch of the ESPN Unlimited/Fox One bundle, which packages 18 channels — many of them found in the Fubo Sports tier — for just $39.99 a month.
Fubo reported 1.356 million subscribers in North America, as of June 30, a drop from 1.47 million at the end of the first quarter.