How CazéTV transformed the sports experience into connection, engagement, and innovation in the world of streaming.
The shift in how we consume sports content is clear. Users now have the freedom to choose how and where to watch. Traditional television and cinema are adapting to this. services on-demand, while platforms like CazéTV They thrive by understanding that emotional engagement with a brand is greater among streaming users. According to recent data from a survey conducted by the streaming platform... Spotify, The likelihood of defending and feeling an emotional connection with a brand is... twice as large among people who use streaming more than among those who don't.
After the closing of Paris 2024 Olympic Games, It is essential to reflect on the lessons learned from the world's biggest sporting event. One of the main highlights was the innovative broadcast of... CazéTV, which not only achieved extraordinary viewership numbers, but also redefined how audiences connect with sports.
Branding begins with people.
Casimiro Miguel, known for his live streams on Twitch and now competing with major broadcasters, embodies what Generation Z values as... BRAT (bold, real, audacious, trend-setting).CazéTV, led by Casimiro, is a revolution in communication because it constantly reaffirms a proprietary personality connected to the public.
A proprietary narrative In a relaxed and engaging style, with real-time commentary and analysis, it creates an engaged and active community. The platform, focused on sports streaming, adopted a differentiated approach by offering authentic content, constant interactions, and accessible language. This strategy not only attracted a significant audience but also fostered an engaged and active community.
The diversity of presenters on CazéTV, such as Scooby and Laís Souza, reflects the plurality of the audience. Fabio Medeiros, Head of Content, emphasized in an interview with MKTEsportivo that authenticity is essential for connecting with viewers, making it so that “"each person finds a point of identification"”. This approach allowed each person to connect uniquely with the presenters, strengthening the audience's relationship with the channel.
Photo: Press release
Branding and social media
With 4.5 billion people accessing social media Every day, a digital presence is more important than ever. In Brazil, where the population has more cell phones than inhabitants and spends an average of 5 hours and 19 minutes a day on social media, real-time interaction has become a crucial differentiator. CazéTV capitalized on this trend, with 781.3% of Brazilians using social media as a second screen during the broadcast.
Casimiro Miguel represents the new era of branding, valuing characteristics such as differentiation, innovation, and relevance. CazéTV, with its relaxed narrative and real-time commentary, creates a space where the audience feels part of the... experience, fostering a sense of belonging that is rare in traditional sports broadcasts.
Impact of sponsorships and partnerships
O CazéTV's success This is evident not only in its innovative approach, but also in its strategic partnerships with renowned brands such as Nike, Coca-Cola, and Samsung. These collaborations broaden the platform's reach and create valuable opportunities for sponsors, who benefit from engaging a highly interested audience.
During the live broadcasts of the Olympics, CazéTV achieved impressive numbers: an average of 650,000 viewers watching per minute, with over 40 million unique devices tuned in on YouTube. The channel gained 2 million new subscribers, totaling 16.2 million, and ranked among the 50 most subscribed channels in Brazil, in addition to being in the Top 15 globally among sports channels. On Instagram, its reach surpassed 128 million users, with significant follower growth, doubling its previous base.
In total, 216 million hours were watched on YouTube and 17 million on Samsung TV+, setting a world record for hours watched in a single day. The peak in views occurred on August 10th, reaching approximately 4.8 million, driven by the achievements of women's football and volleyball. Overall, CazéTV's coverage reached an impressive 5 billion views across all platforms, with 62% of the audience under 34 years old and 82% under 44 years old, demonstrating the effectiveness of the strategy. brand engagement.
Upcoming events to be broadcast on CazéTV:
Taking advantage of the wave of value generated, aligned with growing demand, CazéTV has attracted a loyal audience. The company already has major sporting events on its radar for the coming months. Reinforcing a brand purpose Defined from the start, this could establish the channel as one of the major media outlets of the new generation, even competing with the traditional ones. And the best part: they've already guaranteed that fans will continue to follow their favorite competitions free of charge.
- Bundesliga: Broadcasts begin on August 23.
- Call 1: It starts on August 17th.
- NFL: International matches, including a match in Brazil on September 6th.
- UEFA Europa League: It starts on September 25th.
- UEFA Conference League: Knockout stage starting on August 22nd.
- Copa Libertadores de América (Women's Football): Starting October 3rd.
- Women's European Championship: Scheduled for July 2025.
Definitely, connecting with emotion is a deep link (in this case, a transmission).
What can we learn?
You Paris 2024 Olympic Games And the success of CazéTV teaches us valuable lessons about... branding and engagement:
- Trends in BrandingPay attention to changes in consumer behavior and adapt your strategies.
- Proprietary NarrativeCreate a relevant and authentic narrative that stands out even at global events.
- User ExperiencePut the user at the center of your strategies, creating memorable products and services.
In an increasingly digital and interactive world, the key to building a Iconic branding The key is understanding the audience's needs and providing experiences that truly matter. CazéTV exemplifies this new approach, demonstrating that by genuinely connecting with viewers, it's possible not only to attract an audience but also to build loyalty among fans and sponsors.
