"Branded content up 41% on Facebook and 122% on Instagram" (P. Hutton, Facebook)

"I think branded content is one of the big parts of the story and branded content is way up over this period, up 41% on Facebook and 122% on Instagram," said Peter Hutton, director of global sports partnerships at Facebook, during a webinar hosted by the pay-TV group Eleven Sports and event organizer World Football Summit, on 21/05/2020.

"Generally, you’ve got to look at this period as accelerating a lot of different trends. One of the trends I’d say is that you need to be where your audience is and where the audience you want is consuming content, whether that be on Twitch or on Instagram or on Facebook or wherever," added Peter Hutton.

"We need to give much more to the users. I think the gaming industry model will be a massive influence for the traditional sports industry. I really believe that micro-transactions and micro-subscriptions will be much more key for the future of traditional sports. Digital micro-transactions in pay-per-view will also be essential and advertising will become a much more robust business," said Luis Vicente, CEO of Eleven Sports, during this webinar.

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