Denmark’s second-largest media group, Jysk Fynske Medier (JFM), has teamed up with Wowza’s Flowplayer to deliver over 4,000 live-streamed local sports matches annually. Leveraging Flowplayer’s fixed live source technology, JFM is not only redefining how regional sports are broadcast but also unlocking significant digital subscriber growth in the process. Faced with the challenge of monetising local news in a digital-first era, JFM set out to attract and retain subscribers, particularly younger audiences, by offering live coverage of regional sports such as football, ice hockey, handball, and basketball. Inspired by Norway’s Amedia, the company envisioned live sports as a pillar of local engagement and digital innovation.
To bring this ambitious vision to life, JFM partnered with Sportway and Flowplayer, deploying AI-powered cameras across hundreds of venues. The setup captures and streams games automatically, eliminating the need for large production crews and enabling cost-effective scalability. A key enabler of this success has been Flowplayer’s “fixed live source” technology. Unlike traditional platforms that require a new stream key and configuration for every event, JFM’s infrastructure uses persistent stream keys per venue, simplifying orchestration and reducing the risk of human error. “With other players, every match generates a new stream key, and you have to send it to whoever is handling the stream that day,” said Silas Bang, Development Editor at JFM. “That’s fine if you’re doing five events a month. But we’re doing 4,000 a year across dozens of teams and venues. There’s no way we could keep up without this fixed source setup. It’s not just convenient, it’s the only reason this model works at scale.”
By embedding sports directly into their digital subscription offerings, JFM is strengthening community ties while building a sustainable model for local journalism. “We want to be at the forefront of local journalism and civic engagement,” said Bang. “Live sports help us connect with communities in new ways and drive real business results.” “JFM is proof you can do big things with a lean setup,” said Svante, Holmdahl, Product Lead at Wowza. “Using our fixed live source tech, they’re streaming thousands of games across hundreds of venues with no new keys, no endless setup, just pure focus on getting local sports to fans. That’s the kind of forward-thinking application we love to support.” Wowza’s Flowplayer technology will be demonstrated on Wowza’s stand at IBC 2025 in Amsterdam on stand 5.F81.
