Buzzer

About Buzzer

Buzzer positioned itself as a mobile-first live sports platform targeting younger, mobile-centric fans, particularly Gen Z. Founded in 2020 by Bo Han, the company aimed to solve the problem of content discovery and fragmentation in the sports media landscape. Han, the sole founder, drew from his experience as the director of live content partnerships at Twitter, where he managed deals with major leagues like the NFL, NBA, and PGA Tour, giving him a prime view of the digital distribution of live sports. His upbringing as an immigrant from South Korea and his childhood love for Michael Jordan, which was inaccessible to him at the time, also fueled his vision to make iconic sports moments more accessible.

The company's core product was a mobile app that sent personalized notifications to users about exciting moments in live games. Users could then opt to watch a short-form live segment of the event through a micropayment, often starting at $0.99. This model was designed to provide an alternative to costly subscription packages, targeting fans who were experiencing subscription fatigue. For users who already subscribed to a particular service, the platform could authenticate their subscription and provide the live look-in for free, acting as a content discovery tool. Buzzer secured rights deals with several major sports properties, including the NBA, WNBA, NHL, PGA Tour, and the ATP Tour, and formed partnerships with DAZN and FanDuel.

Buzzer attracted significant investment, raising a total of $44 million from two major funding rounds. Its investors included a high-profile list of athletes such as Michael Jordan, Wayne Gretzky, Kevin Durant, Patrick Mahomes, and Naomi Osaka, as well as numerous team owners and venture capital firms like Sapphire Sport and Canaan Partners. Despite its strong backing and clear value proposition, the company faced challenges. In May 2023, Buzzer shut down its direct-to-consumer app and pivoted to a B2B model, aiming to license its notification and streaming technology to leagues and broadcasters as a 'Powered by Buzzer' service. This shift, however, was not enough to sustain the business amidst difficult market dynamics and fundraising challenges. The company formally announced it was ceasing all operations in June 2023.