We were tasked by the NRL to develop a YouTube strategy for its 2020 season to help take the game to a global audience. A key focus of the plan focused on increasing the publishing frequency of their channel to draw in new subscribers. Content streams included Highlights, Player Profiles, Compilations and Full-Length Match Live Streams. As part of the Content Creation process, our team also created original Player Highlights and End of Season compilations.
The new strategy resulted in a significant increase in viewing and subscriber growth for the NRL YouTube channel, as viewing increased by 275% from 5.8m in 2019 to 21.8m views in 2020 and subscribers grew by 251% from 14.6k to 51.3k. This was largely due to a 245% increase in the numbers of uploads from 120 in 2019 to 415 in 2020, as we uploaded between 8 to 10 videos per week during the season.