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Sports remains a profitable ad opportunity: Two-thirds of Americans are sports fans and over half have made a purchase based on audio ads.

Because consumers now access content via dozens of platforms and devices, even tentpole events like award shows and live sports are more challenging to measure. As measurement catches up to consumer viewing habits, brands will have better information regarding where to reach incremental audiences and how to optimize frequency to drive awareness and consideration while mitigating waste.

On today's podcast episode, we discuss how Netflix's ad business is coming along; the streaming giant's first live sports broadcast; and its new retail, dining, and live experience destinations. Tune in to the discussion with our analyst Daniel Konstantinovic.

Every major streaming company鈥攁nd some not so major ones鈥攊s investing in live sports. As they compete for broadcast rights, they鈥檙e seeking advertisers. Exclusive inventory is a draw, but benefits like first-party data and the ability to execute on lower-funnel objectives are also helping streamers woo live sports advertisers.

New NBA broadcasting deals with NBC and Amazon: These partnerships, pending approval, are set to enhance live sports accessibility and boost advertising revenue.

Peacock expands its reach beyond the home: Exclusive live sports to be shown in commercial venues, diversifying audience and increasing brand visibility.

On today's episode, we discuss password sharing and live sports on Netflix, what the definition of "convenience" is, if awards shows have turned things around, where we spend time with connected devices, sweetgreen's plan to automate all stores in five years, who invented the card game Uno, and more. Tune in to the discussion with our director of forecasting Oscar Orozco, vice president of Briefings Stephanie Taglianetti, and analyst Max Willens.

On today's podcast episode, we discuss what happens now that the actors strike is over, how the Super Bowl is fundamentally changing, whether live sports need new shorter content, what's next for WhatsApp, why people immigrate to the US, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, forecasting analyst Zach Goldner, and director of forecasting Oscar Orozco.

Paris Olympics drives record viewership: NBCU sees 82% increase, highlighting value for advertisers in live sports events.

Ad-supported streaming and live sports are accelerating pay TV鈥檚 decline: The largest pay TV providers lost 5 million subscribers in 2023, while SVOD鈥檚 market share grew.

This methodical descent is unlikely to ease, particularly as more live sports programming migrates to digital platforms. But the slowness of TV鈥檚 death presents a conundrum for marketers: It鈥檚 still a big chunk of daily time spent with media (2:45 per day in 2025). Among devices, mobile remains dominant, and CTV has almost caught up with regular TV.

TikTok extends its partnership with MLS: The move is part of a broader trend of brands investing in sports.

Because consumers now access content via dozens of platforms and devices, even tentpole events like award shows and live sports are more challenging to measure. As measurement catches up to consumer viewing habits, brands will have better information regarding where to reach incremental audiences and how to optimize frequency to drive awareness and consideration while mitigating waste.

The sports rights spending of subscription OTT services will increase by more than $3 billion this year to reach $8.5 billion worldwide, according to Ampere Analysis. Their monthly viewership will also grow, per our forecast, surpassing 2 billion for the first time in 2023.

With billions committed to live sports rights, media companies may further deprioritize scripted programming in favor of lower-cost unscripted content, putting creative innovation at risk. Licensing deals could stall.

Key stat: US digital live sports viewers now outnumber traditional pay TV live sports viewers, per our September 2024 forecast. 114.1 million people in the US will watch live sports via digital this year, compared to 82.0 million pay TV viewers. Streamers are consequently investing more in sports rights, which means even more people cutting the cord and watching via digital.

Android Auto chases connected car gaming, while Apple CarPlay bets on sports content and simplified interfaces. Both present new advertising opportunities.

The platform is pushing into unscripted live events, building on its sports portfolio, and eyeing video podcasts as new growth opportunities. Our take: Netflix鈥檚 current box office success shows its evolution beyond a streaming platform and toward a broader entertainment brand.

What鈥檚 driving growth: Live programming, an attractive upcoming content slate, and increased interest in Netflix Ads Suite. Beyond its Super Bowl investment, Netflix is gaining interest from advertisers for its WWE Raw offering and partnership with DoorDash for the newest season. The streamer sold out ad inventory for WWE Raw title sponsorships, capitalizing on 蝉辫辞谤迟蝉鈥� mainstream appeal.

YouTube鈥檚 strength is that it鈥檚 many things to many people. But that also makes it harder for marketers to reach audiences on the platform. This report outlines YouTube鈥檚 challenges and explains how marketers can make the most of the YouTube opportunity.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector鈥檚 fastest-growing ad channel.