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Volume 27 No. 5
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TSN's BarDown Digital Platform Could See Millions In Revenue

Almost 80% of users who follow BarDown on Instagram and YouTube identify as younger than 34
Almost 80% of users who follow BarDown on Instagram and YouTube identify as younger than 34
Almost 80% of users who follow BarDown on Instagram and YouTube identify as younger than 34

TSN launched the digital platform known as BarDown five years ago, and now the site's revenues are "projected to reach into the millions," according to Sean Fitz-Gerald of THE ATHLETIC. BarDown could "represent a step into a future beyond the cord, when sports networks are ultimately forced to survive in a world that does not have cable television." BarDown features an "eclectic mix of personalities" in their online videos that are "pushed through social media platforms to an audience much younger than the one" tuning in on TV. Almost 80% of users who follow BarDown on Instagram "identify as younger than 34," and the "trend is the same on YouTube." Originally, the plan was for BarDown to "serve as a landing zone for oddball stories and videos that might not otherwise have a home on TSN's site." It is "intended for users who live on mobile devices." One internal forecast suggests that BarDown could end up generating close to $2M in "revenue next year" (THEATHLETIC.com, 12/30).