The Rise of FRDM+: Overcoming Challenges in Live Streaming for Motorsports
In the face of unprecedented challenges brought on by the pandemic, FRDM+ emerged as a trailblazer in the realm of live streaming for motorsports events. Their inaugural pay-per-view (PPV) event, launched under challenging circumstances, not only showcased their resilience but also highlighted the innovative measures they adopted to ensure success.
Launching Amidst Uncertainty
The timeline of FRDM+ was significantly impacted when Florida instituted a statewide shutdown on the very day of a pivotal event. This unexpected turn of events required quick thinking and adaptability from the team. “We had to produce the event from California, relying on a cell phone group chat and a last-minute local crew,” revealed Mitchell, emphasizing the resourcefulness needed during those trying times.
Moreover, the logistics concerning staffing and equipment presented an additional hurdle. The pandemic disrupted flight availability, prompting the team to source personnel locally, often resulting in unconventional solutions, such as a camera operator having to improvise just to keep the host in frame.
A Successful Launch
Despite the hurdles, the first PPV event conducted by Freedom Factory drew an impressive 75,000 concurrent viewers. The response was overwhelming, leading to technical difficulties that caused both their website and the sites of event sponsors to experience crashes. “Our initial bandwidth provider laughed at our viewership projections, which we surpassed in the first week of presales,” shared Mill, recounting the initial skepticism that quickly transformed into unexpected demand.
Navigating Technology Hurdles
Establishing a seamless streaming experience was critical but not without its challenges. One significant obstacle was integrating the live stream with Mitchell’s e-commerce platform, which required navigating two separate login systems. “Juggling two separate logins, one for merchandise shopping and another for live stream PPV, all within the same site was a complex task,” explained Mill.
Now, the goal is clear: to transition the audience from YouTube to their dedicated platform, FRDM+, for premium live events.
Technological Advancements and Infrastructure
Today, FRDM+ has evolved into a robust platform that users find easy to navigate. With features resembling popular streaming services like Netflix, users can access different content channels and highlighted new releases, making the viewing experience more engaging. With apps available on platforms like Apple TV, Fire OS, and Roku, the team is continuously developing more applications to enhance customer access and ensure reliability.
Underpinning this service is a sophisticated technological infrastructure. “AWS bandwidth servers facilitate our heavy lifting, while Accedo powers the connected TV apps, ensuring a seamless user experience,” said Mill. Additionally, Brightcove is their primary video player partner, supported by backup systems to maintain uninterrupted service, especially important for live events.
Challenges in Management and Growth
Despite technological advancements, the key challenge facing FRDM+ now lies not in technology but in managing various aspects of the business with a limited team. Comprising 35 full-time employees across multiple divisions, including Shop, Race Track, Events, and Merch, the company operates entirely on a self-funded model. While they utilize contractors for productions, they maintain a core livestream team of six dedicated individuals.
Looking Forward
The future looks promising for FRDM+. With 21 livestreamed events planned for 2025—potentially more to follow—the focus remains on delivering high-quality, engaging motorsport experiences to fans globally.
