{"id":2997,"date":"2018-10-05T00:00:00","date_gmt":"2018-10-05T00:00:00","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/vlogs\/5-minutes-with-leaders-james-rushton\/"},"modified":"2022-03-18T17:46:35","modified_gmt":"2022-03-18T17:46:35","slug":"5-minutes-with-leaders-james-rushton","status":"publish","type":"vlog","link":"https:\/\/leadersinsport.com\/sport-business\/videos\/5-minutes-with-leaders-james-rushton\/","title":{"rendered":"5 Minutes with Leaders: James Rushton"},"content":{"rendered":"<!-- blocks\/hero-editorial -->\n<!-- inc\/hero-editorial -->\n<div class=\"hero es-hero__editorial hero--var-1\" role=\"banner\">\n\t<div class=\"hero__image\" style=\"background-image: url(https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2021\/08\/5-mins-with-Leaders-James-Rushton-website.jpg);\">\n\n\t\t<div class=\"hero__overlay grad-overlay content-bottom\">\n\t\t\t<div class=\"container\">\n\n\t\t\t\t<div class=\"hero__content\">\n                    \n\t\t\t\t\t<div class=\"hero__content__inner\">\n\t\t\t\t\t\t                            <p class=\"es-label es-label--md\">\n                                Oct 05, 2018                            <\/p>\n                        \t\t\t\t\t\t<a href=\"https:\/\/leadersinsport.com\/sport-business\/videos\" class=\"theme-dark hero__back-link back-link es-label es-label--sm\">\n\t\t\t\t\t\t\t<span class=\"icon icon--md icon--arrow-left\"><\/span>Videos<\/a>\n\n\t\t\t\t\t\t<h1 class=\"hero__title\">5 Minutes with Leaders: James Rushton<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n        \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n    <section class=\"es-section theme-light hero__sidebar-wrapper container\">\n        <div class=\"hero__sidebar\">\n                            <div class=\"category-list\">\n                  <div class=\"es-label es-label--sm\">Category<\/div>\n                  <a href=\"https:\/\/leadersinsport.com\/sport-business\/category\/digital-media-sport-business\/\" rel=\"tag\">Digital &amp; Media<\/a>, <a href=\"https:\/\/leadersinsport.com\/sport-business\/category\/sport-business\/\" rel=\"tag\">Sport Business<\/a>                <\/div>\n                            <div class=\"share-list\">\n                  <div class=\"es-label es-label--sm\">Share<\/div>\n                  <a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/leadersinsport.com\/sport-business\/videos\/5-minutes-with-leaders-james-rushton\/\">Facebook<\/a>\n                  <a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/leadersinsport.com\/sport-business\/videos\/5-minutes-with-leaders-james-rushton\/&#038;text=5 Minutes with Leaders: James Rushton\">Twitter<\/a>\n                  <a href=\"mailto:?subject=Here's a Leaders In Sport article for you &amp;body=Check out this article: 5 Minutes with Leaders: James Rushton. https:\/\/leadersinsport.com\/sport-business\/videos\/5-minutes-with-leaders-james-rushton\/\">Email<\/a>\n                  <a href=\"#copyLink\" id=\"copyButton\" class=\"copy-link-clipboard\">Copy Link<\/a>\n                  <div id=\"textToCopy\" class=\"font-hidden\">https:\/\/leadersinsport.com\/sport-business\/videos\/5-minutes-with-leaders-james-rushton\/<\/div>\n                <\/div>\n                    <\/div>\n    <\/section>\n<!-- blocks\/section -->\n<section\n  class=\"es-section flexible-section  text-only theme-light\"\n    >\n                <div class=\"container\">\n                                    <div class=\"bg-striped-pattern__inner section-padding-top section-padding-bottom\">\n                <div class=\"es-section__inner col-parent col-parent--stack-sm\">\n                                            <div class=\"es-section__sidebar es-section__sidebar--sticky col col--12 \">\n                                                            <p class=\"es-section__label es-label es-label--md\">The DAZN Group CRO on instigating disruption, using data to drive decisions, and collaboration with the FANGs.<\/p>\n                            \n                                                                <div class=\"video video__inline\">\n                                        <iframe loading=\"lazy\" title=\"\" width=\"100%\" height=\"100%\" src=\"https:\/\/www.youtube.com\/embed\/g2B3QoIY4sc?feature=oembed&amp;enablejsapi=1&amp;origin=https%3A%2F%2Fleadersinsport.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\"><\/iframe>\n                                    <\/div>\n                                \n                            \n                                                            <div class=\"es-section__text content-area\">\n                                    <p><h4><strong>A little over two years on from launch, DAZN has established itself as a leading player and a driving force in &#8216;the OTT revolution&#8217; in sports broadcasting.<\/strong><\/h4>\n<h6>By James Emmett<\/h6>\n<p>With a new executive structure and brand consolidation having taken place at parent organisation Perform Group this autumn, DAZN is now set for the next phase of its growth.<\/p>\n<p>Speaking backstage at the Leaders Sport Business Summit in May, James Rushton, CEO of DAZN from its conception in 2015 until this September, when he took on new responsibilities as Chief Revenue Officer of the expanded DAZN Group, gave his view on DAZN&#8217;s role as an instigator of and beneficiary from a disruptive media environment, reflected on the broadcaster&#8217;s launch in the US market, which started with a billion-dollar tie-up with the Matchroom US boxing promotion, explained how data underpins every business decision DAZN makes, and outlined his collaborative approach to working with &#8216;the FANGs&#8217;.<\/p>\n<ul>\n<li><a href=\"https:\/\/leadersinsport.com\/sport-business\/digital\/leaders-special-report-ott-2018\/\">Leaders Special Report: OTT 2018<\/a><\/li>\n<li><a href=\"https:\/\/leadersinsport.com\/sport-business\/5-minutes-with-leaders-billy-beane\/\">5 Minutes with Leaders: Billy Beane<\/a><\/li>\n<li><a href=\"https:\/\/leadersinsport.com\/sport-business\/5-minutes-leaders-james-pitaro\/\">5 Minutes with Leaders: James Pitaro<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>What\u2019s your take on the disruptive media environment we find ourselves in?<\/strong><\/p>\n<p>I think the word \u2018disruptive\u2019 is a really interesting one; it\u2019s not as if anyone at the Perform Group or DAZN got up one morning and though \u2013 \u2018aha, let\u2019s go and be disruptive\u2019. There are always some core fundamentals as to what your business is about, and for our business the core is about fair value, it\u2019s about fans first, and it just so happens that the traditional linear broadcasters maybe haven\u2019t been that historically in the last few years. Cable packages across the world are generally quite expensive; cable packages for sport generally only include two or three channels. And in this day and age when consumer choice is king and the way that content is disseminated now means that people can choose what they want and not have it forced down their throat, by nature there is an element of disruption. So we embrace that and it\u2019s something we\u2019re glad to be part of that conversation, but it\u2019s not something we\u2019ve set out to do. We\u2019ve set out to create a great business, drive subscribers and stand by our consumer proposition \u2013 and as it happens that is disruptive to some of the more traditional linear broadcasters.<\/p>\n<p><strong>DAZN is a streaming product so you get data from every single one of your users. How does that data feed into how you make decisions?<\/strong><\/p>\n<p>It\u2019s massive; it\u2019s one of the biggest USPs we have as a business. We know instantly how a piece of content is performing, what we need to do to improve that content\u2019s performance on the platform, additional rights we should be buying. I was at the launch of the Matchroom US partnership last week [in May, 2018]; we had a hunch that the DAZN platform and proposition could be interesting to a traditional pay-per-view sport. We thought if we could bring people in and give them enough quality shows then we could remove the need to put that content behind a pay-per-view wall and put it into a value for money subscription. But obviously we didn\u2019t have any datapoints to prove that. We had Mayweather vs McGregor in Germany where we the exclusive broadcaster. That data, decay rates and engagement rates and second and third engagement rates \u2013 a consumer that came in and subscribed while they\u2019re now watching \u2013 those were the proof points of our hunch around DAZN being able to come in and take on pay-per-view sports. Without that Mayweather vs McGregor proof point, I don\u2019t think we\u2019d have been as willing to go as deep into boxing with Matchroom US.<\/p>\n<ul>\n<li><a href=\"https:\/\/leadersinsport.com\/sport-business\/5-minutes-leaders-julia-goldin\/\">5 Minutes with Leaders: Julia Goldin<\/a><\/li>\n<li><a href=\"https:\/\/leadersinsport.com\/sport-business\/5-minutes-leaders-sir-dave-brailsford\/\">5 Minutes with Leaders: Sir Dave Brailsford<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>What\u2019s the DAZN approach to working in the same field as Facebook, Amazon, Google etc?<\/strong><\/p>\n<p>We work with Facebook, Amazon and YouTube already. Our view right now is that the FANGs are very much complementary to what we do. If you speak to their senior leaders, they\u2019re not necessarily trying to create a multi-sport broadcast platform globally. What they\u2019re trying to do is take on certain rights in certain markets to meet a business goal, Facebook maybe to try to grow its video advertising business in the market and effectively take on traditional free-to-air television. In the case of Amazon it might be, in a similar way to how they got the guys from Top Gear to come over and do the Grand Tour, they see sports rights as a direct driver of sales of their hardware. For sure we have to keep a close eye on them, but for me it\u2019s better to be working with those guys like we do now in partnership, retailing DAZN through their platforms, but also working with them together on potential acquisition, rather than viewing them as a threat. As James Pitaro from ESPN said this morning at Leaders, the market has always been competitive, and as a broadcaster I don\u2019t think you can worry about competitors. Alright, a competitive market \u2013 that\u2019s a sign of health for the business, whether that be ESPN+ here in the US or Facebook in the other markets, it shows that by what we\u2019re doing as a disruptive, digital, OTT broadcaster, we\u2019re in the right place. And ultimately, it\u2019s then down to delivery and making sure we stick to our promises. If we do that, independent of what anyone else is doing, I\u2019m pretty sure we\u2019ll have a successful business.<\/p>\n<\/p>\n                                <\/div>\n                            \n                            \n                            \n                                                    <\/div>\n                                        <div class=\"col visibly-hidden col--flex-align-right\">\n                                            <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        <\/section>\n","protected":false},"excerpt":{"rendered":"<p>The DAZN Group CRO on instigating disruption, using data to drive decisions, and collaboration with the FANGs.<\/p>\n","protected":false},"featured_media":2998,"menu_order":0,"template":"","categories":[19,36],"pathway":[],"topic":[],"sport":[],"class_list":["post-2997","vlog","type-vlog","status-publish","has-post-thumbnail","hentry","category-digital-media-sport-business","category-sport-business"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - 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