Next in Media: How a Blogging Network Became a Video First Sports Media Staple
Host: Mike Shields
Guest: Tyler Prince, Head of Content at Bleacher Report
Release Date: April 24, 2025
1. Evolution of Bleacher Report: From Blogs to Video-First Media
The conversation begins with Mike Shields highlighting the transformation of Bleacher Report from its early days as a blog-centric platform to its current status as a video-first media powerhouse.
Key Insights:
- Community-Driven Origins: Bleacher Report started in the early 2000s, focusing heavily on fan-written blog posts covering various sports teams.
- Shift to Professionalization: Over the years, Bleacher Report has embraced the social video wave, undergone a WarnerMedia acquisition, and pushed aggressively into Connected TV (CTV).
Notable Quote:
Tyler Prince [02:33]: "Bleacher Report is still grounded in conversations amongst fans... we want to create the most personalized fan voice-driven experience."
2. Social Media and App Strategy: Navigating the Digital Landscape
Tyler Prince elaborates on Bleacher Report's robust presence across social media platforms and their strategic investment in their proprietary app to enhance user engagement.
Key Insights:
- Social Media Dominance: Bleacher Report boasts a formidable presence with 90 million followers across various social platforms.
- App Enhancement: Significant resources have been funneled into developing a unique, interest-based video experience within their app, fostering deeper connections between fans.
Notable Quotes:
Tyler Prince [04:54]: "We've put a large amount of time, investment energy into creating unique app experience for our users... interactive fan base experience."
Tyler Prince [05:57]: "We try to have that diverse playbook so that we can meet the moment and timing as effective as possible."
3. Adopting a Video-First Strategy: Balancing Quality and Scale
The discussion shifts to the challenges and strategies involved in becoming a video-first organization while maintaining high-quality content across multiple sports teams.
Key Insights:
- Scalable Production: Emphasis on hiring versatile, egoless professionals who can adapt and scale production workflows.
- Diverse Production Capabilities: Ability to switch between high-fidelity studio shows and more spontaneous, social-media-friendly content like TikTok reactions.
Notable Quote:
Tyler Prince [06:22]: "We're not afraid to spin up a green screen native TikTok video reacting to a sports moment... have the capability to do all of those things because of the great people we have inside of BR."
4. Strategic Partnerships: Collaborating Without Competing
Tyler explains Bleacher Report's unique position within the larger media ecosystem, highlighting their partnerships and how they complement rather than compete with traditional broadcasters like ESPN.
Key Insights:
- Elemental TV and TNT Integration: Partnerships allow Bleacher Report to integrate fan content into linear offerings on TNT, TBS, and TruTV.
- Exclusive Access: Enhanced access through TNT enables unique content opportunities, such as behind-the-scenes coverage of major sports events.
Notable Quotes:
Tyler Prince [08:11]: "We've always tried to shift away from telling people what's happening and more about experiencing the moments with you."
Tyler Prince [09:47]: "We're super proud to have the ability to do all of those things because of the great people and skills that we have inside of BR."
5. Enhanced NFL Draft Coverage: Interactivity and Athlete Involvement
A significant portion of the discussion revolves around Bleacher Report's improved coverage of the NFL Draft, bolstered by their partnership with the NFL.
Key Insights:
- Interactive Coverage: Introduction of athlete voices into draft coverage, allowing fans to experience the draft in real-time with reactions from active players.
- Comprehensive Content: Integration of NFL highlight rights into the BR app, enabling in-depth player comparisons and historical highlight access.
Notable Quotes:
Tyler Prince [10:29]: "This year we will have the most robust draft coverage we've ever had... athletes now giving that athlete reaction."
Tyler Prince [12:13]: "We're going to have access to the draftees... interviewing directly with their peers."
6. Multi-Platform Distribution: Maximizing Reach Across Channels
Tyler discusses Bleacher Report's strategy for distributing content across various platforms, including their app, Max, YouTube, and social media, while adapting to each platform's unique dynamics.
Key Insights:
- Adaptive Content Strategy: Continual iteration and adaptation based on platform performance and audience feedback.
- Max Partnership: Leveraging Max to offer premium content alongside major sports rights, attracting new audiences and providing long-form storytelling that resonates with Max users.
Notable Quotes:
Tyler Prince [13:25]: "We listen, we see what works, we iterate... evolution is so important."
Tyler Prince [15:27]: "Historical look back content does really, really well on MAX storytelling pieces."
7. Monetization and Platform Prioritization: Balancing Revenue Streams
The conversation touches on how Bleacher Report prioritizes different platforms based on their monetization potential and audience reach.
Key Insights:
- Audience-Centric Focus: Prioritizing platforms where the target audience is most active, regardless of traditional revenue hierarchies.
- Strategic Partnerships: Forming high-level partnerships that enhance audience reach and engagement, such as collaborations with AWS, Microsoft, and Snickers.
Notable Quote:
Tyler Prince [16:27]: "Take care of your audience and the money follows."
8. Embracing Creator Partnerships: Engaging Gen Z and Beyond
Tyler emphasizes the importance of collaborating with content creators to tap into diverse audiences, particularly Gen Z, and how Bleacher Report fosters these relationships.
Key Insights:
- Creator Leagues: Initiatives like the House of Highlights Creator League bring together top creators to engage in traditional sports formats, driving high performance and engagement.
- Platform for Creators: Providing creators with dedicated channels and audiences to expand their reach while enriching Bleacher Report's content offerings.
Notable Quotes:
Tyler Prince [18:02]: "We take great care of our audience and provide creators with a platform to acquire new folks who have been following Bleacher Report for years."
Tyler Prince [18:37]: "They care deeply about sports... we're super invested in creating really healthy relationships with those creators out there."
9. Catering to Gen Z’s Consumption Habits: Instant Engagement and Participation
Addressing the consumption patterns of younger audiences, Tyler outlines how Bleacher Report tailors its content to meet Gen Z's expectations for quick, interactive, and participatory sports engagement.
Key Insights:
- Instant Context and Reactions: Providing immediate updates and reactions to allow Gen Z fans to engage in real-time conversations about sports moments.
- Storytelling and Accessibility: Balancing quick highlights with in-depth storytelling to cater to varying levels of engagement and interest.
Notable Quotes:
Tyler Prince [20:12]: "More than anything, shifts in media are always good for sports because people never stop caring about sports."
Tyler Prince [21:38]: "I want to know everything that just happened... so I can launch into a conversation about it."
10. Upcoming NFL Draft Night: A Glimpse into the Future
The episode concludes with a preview of Bleacher Report's upcoming NFL Draft Night coverage, showcasing the enhanced interactivity and exclusive content fans can expect.
Key Insights:
- Wide Distribution: Coverage will be available across the BR app, VR, YouTube, and Max, ensuring maximum accessibility.
- Exclusive Interviews: Featuring on-site interviews with draftees and real-time reactions from athletes like Micah Parsons and Darius Slay Jr.
- Enhanced Interactivity: Facilitated conversations between hosts, analysts, athletes, and fans to create a dynamic and immersive experience.
Notable Quotes:
Tyler Prince [22:22]: "We'll have it on VR, YouTube as well. Now I'll be live in Max... Darius Slay Jr. giving his perspective as the Steelers work their way through the draft."
Tyler Prince [23:02]: "It's a great experience for you as you consume one of the most exciting nights in sports."
Conclusion
Mike Shields wraps up the episode by expressing anticipation for the upcoming draft coverage and thanking Tyler Prince for the insightful discussion. Tyler emphasizes the continual evolution and commitment to providing engaging, high-quality sports content tailored to modern audiences.
Final Quote:
Tyler Prince [23:19]: "Hang in there."
This episode of Next in Media provides an in-depth look into how Bleacher Report has successfully navigated the rapidly changing media landscape by embracing video-first strategies, fostering strategic partnerships, and prioritizing audience engagement, particularly among younger demographics. Tyler Prince's insights reveal a media organization that is not only adapting to change but actively shaping the future of sports media.