“This year after multiview became a critical part of the NFL Sunday Ticket experience, we knew how valuable it could be if applied to the Coachella viewing experience,” says Ali Rivera, who leads YouTube’s live music and artist partnerships business.
YouTube has made live events a strategic priority, with its multi-billion dollar bet on Sunday Ticket a big part of that, but Rivera frames it as a larger flywheel at play.
“Bringing multiview to Coachella is a great example of how our work on NFL Sunday Ticket will benefit all users across YouTube,” Rivera says.
“The feature was first launched on YouTube TV for March Madness last year, in anticipation of our first season of NFL Sunday Ticket.
YouTube will be adding other functionality to its Coachella experience too, with the ability to swap audio between stages in multiview, live chats with other fans, and QR codes for easy merchandise purchases.
And just as with Sunday Ticket, YouTube’s Coachella product will place a special emphasis on the big living room TV experience.
“While the living room has traditionally been a ‘lean back’ experience, we’re seeing that when a viewer is excited about the content, they lean in.
This is why we’re incorporating features like Shopping and Live Chat, so fans can engage more deeply with Coachella no matter where they are, on what device.”
The Coachella music festival this year, which begins on April 12 at 4 p.m., will be streamed differently on YouTube thanks to the streaming behemoth’s first season of NFL Sunday Ticket. m. PMS.
For the 12th year, YouTube will stream the festival; however, there will be a significant change this year: “Multiview” will be added to the streams, allowing viewers to watch up to four separate Coachella stages simultaneously on their connected TV sets (a total of six stages will be streamed by YouTube).
“We knew how valuable it could be if applied to the Coachella viewing experience this year, after multiview became a critical part of the NFL Sunday Ticket experience,” says Ali Rivera, head of YouTube’s live music and artist partnerships division.
Though Rivera frames it as part of a larger flywheel at work, YouTube has made live events a strategic priority, with its multibillion dollar bet on Sunday Ticket being a big part of that.
“Introducing multiview to Coachella is an excellent illustration of how our efforts on NFL Sunday Ticket will assist all YouTube viewers,” says Rivera. In advance of our inaugural NFL Sunday Ticket season, the feature was first introduced on YouTube TV during March Madness of the previous year. Additionally, we’re now opening up multiview on YouTube to a worldwide viewership, enabling fans to participate in the Coachella experience from any location. “.
“By utilizing our current network of YouTube creators for on-location coverage and incorporating popular features and interactive elements into our content, these kinds of collaborations allow us to offer distinctive live experiences to fans of sports and music alike,” the spokesperson went on.
In addition, YouTube will be enhancing the Coachella experience with new features like live fan chats, QR codes for quick merchandise purchases, and multiview audio switching between stages.
“Highsnobiety will be partnering with us on site to capture backstage portraits of Artists and Creators, and we’ll be capturing exclusive behind-the-scenes content on YouTube Shorts,” says Rivera.
Moreover, YouTube’s Coachella product will prioritize the large living room TV experience, much like Sunday Ticket did.
According to Rivera, “we’re seeing that viewers are watching content in new ways today, and interestingly, YouTube watchtime on connected TVs has grown to over 1 billion hours daily.”. Although watching television in the living room has typically involved leaning back, we are seeing that when viewers are enthused about the content, they are leaning in. For this reason, we’re adding features like Live Chat and Shopping so that attendees can interact with Coachella more fully on any device, wherever they may be. “.
