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Disney鈥檚 鈥渃ontent everywhere鈥� strategy, broken down: The company is working to maintain advertising dominance by capitalizing on live events.

NWSL secures key women-led sponsorships: E.l.f. Cosmetics and Unwell partner with the soccer league, marking a shift in how beauty and lifestyle brands invest in sports.

The scene: When Cooper Flagg鈥攖he odds-on favorite to be the NBA Rookie of the Year next season鈥攕teps onto the court for the first time, he鈥檒l be wearing New Balance basketball shoes. Our take: New Balance鈥檚 push to sign Flagg, along with its other star-powered ambassadors, underscores its clear ambition to break into the top tier of global sportswear brands. While Nike and Adidas still lead by a wide margin, New Balance has its sights set on Puma, which reported $9.5 billion in sales last year鈥攚ell ahead of New Balance鈥檚 $7.8 billion. To close the gap, New Balance needs to turn its growing visibility into demand, which is far from a sure thing. From there, it must maintain that momentum with consistent sales across both its performance and lifestyle lines. If Flagg lives up to the hype and the brand finds ways to ride that momentum, New Balance could take a meaningful step up the sneaker hier

As CTV services increasingly show more live events and sports coverage, they chip away at some of the last remaining benefits of linear TV. Marketers should feel empowered to research and identify what CTV campaigns can offer compared to traditional TV. 3. CTV advertisers are already benefiting from measurement and performance goals.

(Apple TV+ offers advertising only in the few live sports games it airs.) For the most-used services, ad tiers tend to offer higher average revenues per user (ARPU) than ad-free tiers. But that鈥檚 not universally true. For example, BET+鈥檚 nascent ad tier makes less money per subscriber than its ad-free tier, according to AdExchanger.

Disney+ Hotstar to stream Coldplay鈥檚 record-breaking India concert: The event signals its push beyond sports to premium live entertainment.

Sports drives growth for Disney and Fubo: Both saw success in recent months, largely attributed to their merger and emphasis on sports content.

Live sports and CNN content will remain free for standard and premium subscribers on Max, though they will be removed from the ad-supported tier on March 30. Traditional TV trails: As streaming thrives, WBD鈥檚 TV networks continue to struggle, reinforcing the broader industry shift away from linear TV. TV network revenues dropped 5% to $4.77 billion, reflecting cord-cutting and a softer ad market.

Discovery over their plans for Venu, which was intended to be a sports-only streaming service. The companies abandoned Venu after legal setbacks, including a preliminary injunction that blocked its launch. DirecTV launched MySports days later to capitalize on Venu鈥檚 death.

Let me, I can smuggle in an additional data point because the live sports component is why those that are growing are growing. So we've got Peacock and Amazon Prime Video are the ones that are starting to take share, and Netflix is losing share, and then you can pretty much entirely ascribe that to live sports. (11:10):.

NBCU highlights sports, streaming at Upfront event: The presentation outlined NBCU鈥檚 plan to offset declining traditional TV revenues.

For WBD, a potential spin-off of linear assets could help streaming growth, and Paramount must continue investing in sports and blockbuster content. Both companies will need to keep delivering streaming hits and managing costs prudently amid external pressures like trade disruptions and cautious consumer spending.

With multiple simulcasts, expanded measurement methods, and increased second-screen engagement, the Super Bowl鈥檚 live sports dominance will continue to grow.