OTRO pivots away from subscription model

31 Jul 2019

By: Sport Industry Group

Digital football platform OTRO has announced that it will depart from a subscription-based model to embark on a new strategy as a “digital content studio”.

OTRO launched worldwide in December 2018 promising fans exclusive access to the lives of players including Lionel Messi, Neymar Jr and David Beckham. At launch, 16 global men’s and women’s stars backed the venture – pitched as a digital fan club app offering exclusive curated content and player interaction.

The digital platform is funded by London-based investment firm 23 Capital, a finance and solutions provider for the sports, music and entertainment (SM&E) industry. In a statement released today, OTRO said it will remove its paywall and reimagine itself as a content studio focused on creating, publishing and distributing original content and experiences which deepen fans’ love of football.

The brand will look to build its core social channels – Instagram, Facebook and Twitter - as well as launching a YouTube channel in the coming weeks. 

OTRO said: “The move to becoming a digital content studio comes after OTRO saw content published on its social channels, outside of the paywall, perform incredibly well, and the new approach opens up more access to audiences and a variety of revenue streams.”

OTRO will continue to create unique content, versions of which will be published through its social channels. The now free-to-access OTRO app will also host the short and mid-form content as well as the richer, longer form content.

As well as creating premium content in-house, OTRO will also collaborate on co-productions and work with brands to produce branded content. OTRO will also license content to distribution partners.

Today’s announcement comes as the likes of COPA90 and Dugout, as well as more traditional media outlets, look to incorporate digital creative agency models into their business proposition as an additional revenue opportunity.