Challenge
Sport is scattered, and rights holders are flying blind
A fan of one club runs four apps to follow it. Live games sit on one service, creator video on another, podcasts somewhere else, and none of those services owns the relationship with the person watching.
Underneath that sits a harder problem for the clubs themselves. Streaming partners in this market hand their rights holders almost nothing: who watched, how often, on which device, and what else that audience cares about are questions a team cannot answer from a typical platform. Inventory is harder to price without them, and a renewal conversation comes down to assertion.
BZZR needed both solved in one product, and needed a Major League club onboarded without a gap in its season.
Strategy
Build delivery and intelligence as the same system
Analytics on most streaming platforms is a report generated afterwards from whatever the logs happened to keep. Treating it as a product feature changes what has to be built: the content and the behaviour around it have to land in one place, in a shape that can be queried while the season is live.
So the plan was a single platform carrying live games, creator content and podcasts under team and talent control, with a content pipeline underneath capable of taking thousands of hours of partner video a day and turning it into something a query can reach.
Solution
Three systems that feed each other
Live game delivery. Texas high school football up to Major League Baseball, on an AWS Elemental stack with ad injection.
A content pipeline. Partner video is ingested, transcribed, and mined for key terms and the moments worth surfacing. That output builds the sports graph: who is talking about whom, what is trending, which player or team is gaining on which platform.
A social layer. Verified creators publish, fans watch, comment and follow. This is what makes the second screen work, with the game on the television and the conversation on the phone, both inside one product.
Click analytics runs on Databricks. Joining the content graph to viewer behaviour is the work in front of it, so a club can be told what its audience also follows and a creator's audience can be described in specifics.
Results
Major League baseball, streaming on it inside a live season
The Texas Rangers brought their streaming to BZZR in 2026, part-way through a season, and it went live on schedule. Onboarding a Major League club without a gap in the fixture list is the test this platform was built to pass.
It carries live games, creator content and podcasts side by side today, with click analytics running on Databricks and the fan intelligence layer building on top of it.