itsovertime.com
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Overtime: The Gen-Z Sports Empire
How a $219M-funded media giant redefines sports fandom
While traditional sports media fights for an aging audience, Overtime built a $138M empire on the exact opposite premise: that the next generation doesn't just want to watch sports—they want to own the culture around them. This isn't just media; it's a movement.
"They didn't just capture Gen-Z sports fans—they built a platform where those fans became the content."
The Creator Economy Playbook
Overtime operates as both publisher and influencer, a dual identity that traditional media companies struggle to replicate. Their 683 employees aren't just journalists—they're cultural architects. With 43% direct traffic, they've built a brand so strong that users don't search for sports news; they search for Overtime. This is the difference between a destination and a discovery.
The Traffic Paradox
Here's the counterintuitive insight: Overtime's traffic numbers (11,175 monthly visits) seem modest for a $138M revenue company until you realize they're not chasing pageviews—they're chasing cultural relevance. The 'undefined' countries in their analytics (81.9% of traffic) suggest a mobile-first, app-dominant audience that doesn't behave like traditional web users. They're building a community that lives off-platform.
- OTE (Overtime Elite) isn't just a league—it's a talent pipeline that bypasses traditional NCAA routes
- High school football national championship coverage captures the grassroots sports zeitgeist
- RWE basketball tickets integration shows they're moving from content to commerce
The keyword data reveals their true strategy: 'ote' (44,940 monthly searches) dominates their organic footprint. This isn't accidental—it's brand equity. When fans search for 'Overtime Elite' by its initials, you know you've built a category-defining brand. Compare that to generic sports terms, and you see they've created their own vocabulary.
The Unfair Advantage
Overtime isn't competing with ESPN—they're building the sports media company ESPN could never become. While legacy media optimizes for the past, Overtime owns the future of fandom.
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https://overtime.tv/public/[email protected]
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Overtime
Overtime is the leading brand for the next generation of sports fans. As both a publisher and an influencer, we've built the inclusive world of sports we all wish was the norm by giving a platform to our community to be seen AND heard.
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About itsovertime.com
Overtime is the leading brand for the next generation of sports fans. As both a publisher and an influencer, we've built the inclusive world of sports we all wish was the norm by giving a platform to our community to be seen AND heard.
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itsovertime.com uses 5 technologies across their website including Font Awesome, Adobe Fonts, Amazon Web Services, AWS CloudFront, PWA.
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Font Awesome, Adobe Fonts
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Amazon Web Services, AWS CloudFront
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PWA
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itsovertime.com receives approximately 11.2K monthly visitors and ranks #2,125,936 globally. The website has a bounce rate of 38% with visitors viewing an average of 1.7 pages per visit. Users spend an average of 0:27 on the site.
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