Euronews is the most watched news channel in Europe, covering world news from a pan-European perspective in over 12 languages. In 2014 Scotland’s referendum on Scottish independence was one of the biggest news events of the year, and Euronews wanted to provide dynamic and accessible coverage of the event for their online readership.
The editorial department’s goal was to cement its reputation as a thought leader in European reporting by reaching an audience beyond Euronews’ regular readership.
Euronews used the ScribbleLive platform to report on the referendum in English, French, Spanish, and Italian. The news team covered the event over the course of two days, with teams of journalists working on the ground in Scotland and from the newsroom in Lyon, France.
Through the ScribbleLive platform Euronews was able to provide dynamic coverage of the event, utilizing original analysis by Euronews reporters, video updates from their news channel, curated content from social media, user comments, and press agency content. This created an interactive, multimedia-rich account of the proceedings that kept readers informed and engaged throughout the election.
To increase the reach of their coverage and extend awareness of the Euronews brand the team also made their coverage available on the Scribble Market in four languages. The ScribbleLive Market is a syndication tool that lets marketers amplify the audience that sees their live event with the minimum effort. This tool helped Euronews broadcast to new audiences, and helped launch their status as a thought leader in european news coverage.
The English-language Euronews referendum coverage kept readers on the page for an average of 17 minutes, which is significantly higher than the industry average. This trend continued through their reporting in French, Spanish, and Italian, all of which kept readers on the page for an average of 12 minutes.
The ScribbleLive Market allowed 15 news organizations across three continents and four languages to syndicate Euronews’ live coverage, drastically increasing the reach of their content.
As a result of syndication, Euronews was able to grow and engage their digital audience, increasing the number of unique viewers following their coverage by up to 3395%. They also increased the average time spent on page by 2313%.
Euronews was able to grow and engage their digital audience through live updating content. The results of their coverage are a testament to the appeal of authoritative content and the power of real-time syndication.