French broadcaster SFR is considering changing its marketing strategy for its audiovisual content, “especially sports,” according to Marina Alcaraz of LES ECHOS. Its OTT service is “at the center of the decision.” SFR Chair & CEO Patrick Drahi reportedly said that the company is “reviewing the entire strategy for pay-TV, putting the OTT at the heart of it.” Launched a year ago for €9.99 ($11.84) a month, SFR Sport’s OTT offer “did not seduce audiences.” The offering reportedly counts "just" 15,000 subscribers. That is “well below” the OTT subscriber count of beIN Sports and Eurosport. A source with SFR said, “We thought that the heart of our business model was to bring subscribers through our content. It is clear we have not succeeded.” Bryan Garnier & Co. analyst Thomas Coudry said, “They did not put their OTT offer in their marketing. … The competitiveness of SFR Sport also raises questions.” For football, SFR Sport currently “only” offers the Premier League. Starting next summer, the broadcaster will also show the Champions League and Europa League, with the “goal of adding more sports” (LES ECHOS, 11/27).
