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2025 is a crucial year for Netflix鈥檚 future: The streaming leader鈥檚 first sports rights deal begins in days, teeing up future opportunities.

Peacock will lead all platforms (47.0% growth), thanks mainly to the 2024 Summer Olympics and other live sports offerings. Max will take second place, growing its time spent among the population by 12.0% this year. YouTube鈥檚 share of total video time continues to grow. Despite a crowded and competitive digital video environment, YouTube鈥檚 significance is still growing.

Digital sports viewership surpasses TV: Fragmentation challenges consumers, while younger audiences drive demand for highlights and streaming innovation.

The influx in digital upfront spending stems from Amazon Prime Video鈥檚 new ad tier and more live sports coming to streaming services. Nielsen will remain the primary currency. But alternative currencies are increasingly gaining adoption. Upfront deals are happening all the time. Ad buyers no longer only make advance commitments during the spring based on a broadcast year.

Interest in women's sports continues to rise: Media investment and NIL rules drive opportunities for advertisers and growing fan engagement.

They had a lot of trouble re-signing some of their sports licenses, so they basically lost out to some of the big tech players when it comes to live sports. And they seem to be in a place where they're still prioritizing user growth. (14:44):.

As sports wagering grows its digital footprint, ad spending by the gambling industry levels off.

Numerous providers produce original content, and some have dipped their toes into live sports with developmental and niche leagues. FAST has made it easier for viewers to quickly find a show to watch when they don鈥檛 feel like searching. Almost two-thirds of US consumers polled by Comcast Advertising in December 2023 spent more than 6 minutes searching for something to watch. How many people use FASTs?

Teaming up with NBCUniversal for shoppable ads during live sports, including the Thanksgiving Day NFL game. Opening up offsite media to non-endemic brands. Letting third-party sellers purchase onsite display placements on its web and mobile properties for the first time.

WWE Raw鈥檚 move to Netflix is a bold experiment in sports entertainment streaming鈥攐ne that could either cement wrestling as a mainstream digital draw or test the limits of Netflix鈥檚 ability to sustain weekly live programming.

Peacock and Paramount+ will use live sports programming to increase ad revenues. Live sports will likely have a bigger impact on Peacock than they will for Paramount+. This is because Peacock鈥檚 sports programming features a mix of linear TV retransmissions and streaming exclusives, whereas Paramount鈥檚 sports programming is available on CBS. Max will lean on live sports to grow ad revenues.

Hulu鈥檚 technical breakdown at the Oscars sparks backlash: Subscribers missed key moments as the stream crashed early, exposing the platform鈥檚 struggles with high-profile live events.

Walmart鈥檚 $2.3 billion Vizio acquisition will give brands new ways to reach consumers and boost product discovery, while Amazon is reaping the rewards from the launch of Prime Video鈥檚 ad-supported tier and its investments in live sports. Other retailers looking to get in on the CTV boom include Albertsons and Instacart. Overall, we expect off-site RMN ad spending to grow 42.1% YoY in 2025.

Amazon grows ad revenues by 19% in Q3: Sports, shoppable ads, and live news bolster its appeal to advertisers.

Going forward, we expect TV鈥檚 live sports advantage to further erode, making its even-numbered recovery years increasingly less impactful. Click here to view our full forecast for US TV ad spending. TV still out-earns retail media and CTV. But it won鈥檛 be long until TV falls behind the digital media hotshots.

The league鈥檚 share of the top 100 fell to 72 last year due to the Summer Olympics, the US presidential election, and other sporting events like the NCAA March Madness tournament. 厂辫辞谤迟蝉鈥� dominance hasn鈥檛 stopped other high-viewership live events from driving up prices for rights.

The company has dipped its toes into live sports by securing the rights to "WWE Raw" and tennis, golf, and boxing exhibitions, all of which create lucrative sponsorship opportunities for Netflix to sell. Click here to view our full forecast for Netflix ad revenues. Its ad tier boosts its average revenue per user (ARPU).