Overtime creates, curates, and distributes 100+ pieces of content daily, tailored to our Gen Z and Millennial audience's preferences. Content spans their favorite sports, resonates with their tone, and engages them on their priority platforms like TikTok, YouTube, and Instagram, amassing over 80 million daily video views. Our deep connection with this elusive audience empowers our brand partners to move beyond reach, achieving influence at scale and significant brand impact.
Our priorities, along with our distinct voice, original storytelling and deep knowledge of social platforms, has allowed us to build the Overtime following to over 100 million fans and followers. Clearly, the void we saw in the industry was real and we’re swooping in to own the under-35 sports audience.
Overtime set out to solve a problem that the consumption of sports and media shifted with next-generation sports fans. Overtime filled that whitespace for Millennials and Gen Zers who wanted to consume sports differently. They wanted to watch it, talk about it, read about it and engage with sports like they were hanging with a friend. Overtime’s strategy worked. Its community has now amassed of over 100 million social followers who consume over 2.5 billion monthly video views. Now, traditional and legacy sports media companies are creating content that looks and sounds like Overtime showing the company's impact on the industry.
Our end-users are Gen Z and Millennials who grew up with 24/7 access to the sports and athletes they love. We reach them on the platforms they consume, from YouTube and Snapchat to Instagram and TikTok. We have always spoken to our audience like a friend - it’s in our DNA to reply to their comments and have a two-way dialogue with them. This is why we’ve always referred to our audience as our community, or the OT Fam.
We know that the way to build and foster a strong community goes beyond just producing content and making it available for our audience to consume. This generation expects participatory entertainment — a conversation — not being talked AT. Thanks to our unique voice, content strategy, and relatable talent, we give our audience a reason to engage with our brand and a desire to want to be associated with it.
To us, innovations in programming are about how we tell stories and whose stories we tell. We embed ourselves with the athletes we feature, oftentimes with a nimble “crew” of one. We get a first-hand look at their lives because we stay present - this isn’t about filming a segment, it’s about telling the stories our athletes and audience want to tell. We don’t just show the wins, but the losses, the tears, the comebacks, and the off-field/off-court narratives. Our storytelling goes a step further as we also provide a platform for athletes to have their own voices be heard by amplifying and sharing their stories across our social channels.
While Overtime has grown rapidly as a content company and advertising business, we understood that in order to dramatically increase and sustain revenue projections, Overtime needed to own their intellectual property instead of developing content owned by other companies.
This pivot resulted in the creation of four leagues including OTE in basketball, OT7 in football, OTX in boxing and Overtime Select in women’s basketball, transforming Overtime from a media company, into a company that owns and operates sports leagues. Being able to pursue long-term sponsorship deals, media rights deals, and licensing partnerships greatly expanded the trajectory of the company.
From basketball and football to sneakers, pop culture, and beyond, our slate of shows have something for every Overtime fan and follower. Overtime set out to fill a whitespace in the marketplace and along the way, hasn’t followed any rulebook or straight path which is why Overtime is what it is today.
Overtime has become a community where dialogue with our audience is the rule, not the exception. In 2023 we:
We are everywhere and anything Gen Z and Millennials are with the type of content they want to be engaging with from sports, to lifestyle, to sneakers and more. But more than numbers, our biggest metric is the fact that our fans call us family. That we’re a community.
All to prove that what we’re building is meaningful and we’re charting our own course.
