Kevin Durant and other NBA stars are using their millions to fund a start-up that challenges TV sports. Upstart100
. Instead of ponying up big bucks to professional leagues and athletes and college conferences for rights to air live games and highlight videos — broadcast and cable TV's hardwired model — Overtime contracts with nearly 2,000 smartphone-toting, nominally paid stringers who travel mostly to high schools across the country and nearly a dozen foreign countries to film games and workouts starring Gen Z athletes, many hoping the exposure will garner them college scholarships and pro contracts.
"If we are able to compensate college athletes, it would be a very positive thing, both for them and us," Porter said.Kevin Durant visits a local Boys & Girls ClubOvertime's raw footage is edited into short-form videos, often accompanied by hip music and graphics, then uploaded to Gen Z's favorite social media platforms — Instagram, YouTube, TikTok, Snapchat, Twitter, Facebook and Twitch.
While eschewing the traditional networks' sports audiences and their consumption habits, Overtime's approach shares some inherent similarities. The viewers are predominantly male, but between ages 17 and 24. "We program like a network, with a range of shows," Porter said, referring to its more than 25 different series, each with 10- to 20-minute episodes, built around four core sports: football, gaming, soccer and football.
Porter declined to report company revenues, other than to say that Overtime has seen a robust annual growth of "probably six to eight times what it was last year." Earnings come from advertising, sales of Overtime apparel and sponsorship deals with brands includingOvertime has discontinued previous deals to televise its videos on two NBC regional sports networks , determining that Gen Z wasn't watching those channels.
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