As mentioned previously, Hot Clock is a true example of Excellence in Engagement with 442,000 views per episode and an engagement rate of 18.6%, but its success goes beyond the numbers. This stellar performance was no accident; it’s a testament to the relationship we have with our engaged community of 4.7 million followers on our main Overtime Instagram account and over 7 million followers across all of our Instagram accounts. Everything we do on Hot Clock has our under-35 audience in mind, and that includes giving them a space to feel seen and heard. Our talent goes beyond simply giving their opinions and reactions to the day’s biggest stories on Hot Clock, they also ask our audience for their opinions and encourage them to participate in the discussion in the comment section. Our hyper-engaged community, aka the OT Fam, is at the core of everything we do, and each episode of Hot Clock exemplifies how we create the type of programming that our audience craves.

Hot Clock has resonated with our audience from the beginning and almost a year after our first episode, it still continues to go strong. Our audience has come to expect that every afternoon, they can watch OT talent break down the latest in the day’s news that they love to watch and engage with. It truly dominates on IGTV. In 2020, Hot Clock posts averaged 442,000 views, which is 3x more views than the US Sports Media average. And our audience did more than just watch; they engaged with the content. Hot Clock finished 2020 with an 18.6% engagement rate, which is 1.5x higher than our competitive set.

The series was also a go-to Instagram opportunity for our brand partners to get in front of our leaned-in audience. We’ve partnered with brands in lifestyle, apparel, and entertainment to create custom segments around their campaigns, including Nike’s Mamba Week, HBO’s promotion of their docu-series The Cost of Winning, and adidas’s GMR soccer cleat insole, incorporating product launches and premieres within the Hot Clock episode. We also created spinoffs for our WBB (women’s basketball) and SZN (football) channels that curate videos hitting on those specific sports/themes.