Conan Furlong: What Sports Streamers Can Learn From Creators
Conan Furlong is one of the most successful German sports creators on TikTok. His content, in which he combines in-depth analysis with community engagement, is well received. In this interview, he explains how he reaches his target group, what streaming platforms can learn from content creators like him and why creators are often closer to the fans than broadcasters.
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Conan, what do you think works well in the current streaming offer and what could be even better? What developments are you observing?
Conan Furlong: The offer is huge, which is good. But the fragmentation is too extreme. Many people don't have access to games because they don't want to pay five subscriptions. I notice this on Twitch – a lot of people watch me because they don't have a stream themselves. At the same time, we are seeing that creators are becoming increasingly important – but are not yet systematically involved. There's a lot of potential there.
Gen Z and Gen alpha reach streaming platforms with interaction
What can platforms like DAZN, Sky and others learn from creators like you? Where do you see gaps in addressing target groups?
Conan: The channels want young target groups – but don't appeal to them. Staff, language and formats are often too elitist and too old-school. My approach: authenticity, direct communication, a young language. But above all, interactivity – that's the key. Platforms need to involve their viewers much more. A good example is Twitch, where the streamer responds live to the chat. That simply doesn't happen on normal TV or with streaming services. DAZN is already taking the right step with the FanZone – viewers can comment in the chat and this is also used a lot. But it's not actively integrated into the broadcast either. A lot of potential is lost there.
Where is the greatest potential for collaboration?
Conan: With real viewer participation. The U25 generation is used to participating – on YouTube, TikTok, Twitch. If streaming services ignore this principle, they lose relevance. They need to take the community seriously: make good contributions visible, integrate comments, enable feedback. Viewers must have the feeling that they can become part of the whole through respectful and substantive contributions. This can create strong brand loyalty. For me, a best case scenario would look like this: In a continuous stream, editors make a pre-selection of viewer contributions. These are then picked up live by moderators and categorized.
The U25 generation is used to joining in – on YouTube, TikTok, Twitch. If streaming services ignore this principle, they will lose relevance.
Photo: Mataracan
Conan FurlongSoccer influencer
What formats are you still missing in sports streaming – what would you like to develop?
Conan: There is a lack of formats that really interlink creators, journalism and TV. My vision: A game is accompanied by a creator who immediately produces social media content directly from the stadium. The broadcaster provides the stage, the creator brings reach and interaction. For example, an interview with a coach is processed into a social media video immediately after the interview for personal channels, and possibly also for the broadcaster's channels. The social media content is then fed with what the journalist and creator experienced in the stadium at the same time. For me, this connection is the future.
You yourself once worked for Sport1 and thus for a sports streaming service. Why did you decide to create your own sports content?
Conan: Broadcasters severely restrict individuals and that often makes them unapproachable. That's why creators are so strong in the streaming sector, because they can be authentic. Creators are allowed to experiment and address the community directly. Broadcasters have not yet understood or do not dare to transfer this freedom to people, partly because decision-makers often do not come from the digital scene. I decided to become self-employed – today I can do both: work as a journalist for broadcasters and remain a creator.
Community management: The mix of emotionality and journalistic principles makes the difference
What does your community particularly like about your sports content? Are there any formats, topics or platforms that work particularly well?
Conan: My community particularly appreciates the expertise. TikTok is often dominated by exaggerated hot takes – in contrast, I focus on fact-based, differentiated analysis. Even if I am emotional, journalistic categorization remains central for me. My “How do we rate?” format, in which I respond directly to comments from the community, is particularly popular.
