Dyn sports: Leagues draw positive conclusions after first broadcasting season, market analyses confirm growing interest

• Allensbach Institute for Public Opinion Research surveys interest in sports in the Allensbach Market and Advertising Media Analysis 2024
• 47,000 pieces of moving image content accessed for editorial use via the Dyn Content Desk since the start of the season
• Leagues draw positive conclusions after the first season

Interest in the Dyn sports of handball, basketball, volleyball, table tennis and field hockey increased significantly in the first season after the start of broadcasting. This is confirmed by figures from the “Allensbacher Markt- und Werbeträgeranalyse 2024” (AWA). The Allensbach Institute for Public Opinion Research publishes the results of its survey every year and also surveys interest in individual sports. The survey period for the current analysis began on June 16, 2023 and ended on February 14, 2024, meaning that the figures were collected during Dyn's first broadcast season.

Significantly increased interest from AWA and Google

In 2023, a total of 16.62 million people stated that they were “particularly” interested in the sports of handball, basketball, volleyball, table tennis and field hockey. In 2024, the figure was 18.26 million. The number of people particularly interested in handball (2023: 7.35 million, 2024: 8.34 million) and basketball (2023: 3.22 million, 2024: 3.57 million) has risen significantly. However, there has also been a significant increase in volleyball (2023: 2.35 million, 2024: 2.51 million) and table tennis (2023: 2.75 million, 2024: 2.93 million). Only field hockey has seen a slight decline (2023: 0.95 million, 2024: 0.91 million). This also shows that there is clear potential that Dyn will exploit together with the league and the clubs in the coming years.

Andreas Heyden, CEO of Dyn Media: “From the production of the broadcast signal to a unique editorial concept with a social media focus and the provision of technical services for leagues and clubs, we have delivered what we promised: the most comprehensive offering in our sports. We can already see after the first season that the attention for the sports is contributing to increasing interest. For example, we also continuously analyze the trends of search queries on Google and have noticed a significant increase in interest in our national leagues in recent months.”

Social media concept increases reach

The central element of real-time reporting is the Dyn Content Desk: It serves as an exchange platform for media content between Dyn, the leagues and clubs as well as numerous media partners. Since the start of the season, 47,000 pieces of video content have been retrieved from the Content Desk for further use by the clubs and leagues, media partners such as BILD, kicker.tv, ARD and ZDF, as well as local media partners and sponsors.

Marcel Wontorra, COO at Dyn: “The Dyn Content Desk gives affiliated leagues and clubs completely new opportunities to build their brands, activate their fan base and involve sponsors. This leads to significantly more reach and new marketing opportunities. Many sports fans in Germany have followed the exciting competitions and leagues more closely than in the past and have developed a closer relationship with our five sports. We have succeeded in achieving our goal in cooperation with the leagues and clubs: To increase awareness of competitive sport in these areas.”

Part of the Dyn concept is also to ensure greater reach on social networks and thus also attract younger target groups to the sport. Dyn published around 24,000 posts on its own social media channels such as Instagram and YouTube last season. Together with the channels of the partner leagues, clubs and media partners, a reach of 800 million contacts was achieved.

“Entering a new era” - League managers draw a positive conclusion

Frank Bohmann, Managing Director of the DAIKIN Handball-Bundesliga: “Christian Seifert and his team have succeeded in establishing a streaming platform in an incredibly short space of time, which has changed the media landscape in just a few months. Handball, other sports and their fans are benefiting enormously. Our conclusion: Dyn is the home of handball. Dyn shows all national and international competitions live in outstanding quality. Handball thus gains immensely in contour and visibility, significantly in live TV reach and clearly reaches a larger and younger target group through contemporary content formats on social media channels. These positive indicators make us more attractive to sponsors, which is another measurable result of our media rights allocation. We are clearly on course for growth alongside Dyn, so we are all highly motivated, positive and ambitious going into the next season.”

Dr. Stefan Holz, Managing Director of the easyCredit BBL: “Together with Dyn, we have entered a new era and have been able to present fans with a level of exciting top basketball that has never been seen before. We decided on an overall concept with Dyn and its coverage partners, and this strategic approach has paid off so far. I would like to thank the entire Dyn Media team for this and look forward to many more years of cooperation.”

Daniel Sattler, Managing Director of the Volleyball Bundesliga: “We are very satisfied with our first season at Dyn. Our fans have accepted the offers very well. By integrating the video challenge for all matches in the men's Bundesliga 1, we were able to achieve another milestone in production standards. We are therefore very pleased that we will be expanding our cooperation after the first year and will also be broadcasting our second leagues on Dyn Youtube free of charge in addition to our first Bundesliga matches.”

Nico Stehle, Managing Director of the Tischtennis Bundesliga (TTBL): “We are very pleased with the great development of the Table Tennis Bundesliga at and with Dyn so far. Dyn has raised the TTBL to a significantly higher level overall, both in terms of production and editorial concept. The increase in the media reach of our league already in Dyn's premiere season and the intensification of our work with young players through the Move Your Sport initiative confirm that we are on the right track together with Dyn. At the same time, we are only at the beginning of our journey. We still have a lot planned together in the coming years and want to show those interested in the sport: this is what table tennis can look like!”

Victor vom Kolke, Managing Director of the Hockey-Bundesliga: “The 23/24 season was the first season in the history of the Hockey Bundesliga in which all matches were broadcast. At the same time, we worked meticulously on broadcast quality and reliability. Together with Dyn, we have succeeded in laying the foundations for consistent media coverage in the future.”

About Dyn Media

Dyn Media is creating a new media home for millions of German sports fans who are passionate about sports beyond soccer. To this end, the audiovisual rights to attractive leagues and sporting events are being bundled into a single media offering for the first time. With high-quality production standards, creative editorial formats and intensive marketing support, the streaming platform increases the perception and appreciation of handball, basketball, volleyball, table tennis and field hockey. Dyn Media holds a diverse rights portfolio that includes national and international men's and women's competitions. In its first year, Dyn broadcast over 2,500 live games. The men's and women's national field hockey league will also be available on Dyn Sport from the 2024/25 season. The full offering will be available to fans live and on demand in a Dyn subscription via web browser, app, smart TV and streaming.

Move Your Sport

Dyn has set itself the goal of bringing the positive values of sport, such as team spirit, solidarity and fairness, to society, as no other area conveys them so directly. Move Your Sport is an initiative of Dyn Media GmbH and is activated and implemented together with the partner leagues.

Website of the company: www.dyn.sport/deinsender 
Website for subscribers - Book a subscription: www.dyn.sport/aktion/willkommen
Dyn Sport: www.dyn.sport
Move Your Sport: www.moveyour.sport

Source: Dyn Media press release
Featured images: Dyn Media