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These figures, drawn from Guideline's data capturing ad agencies鈥� invoicing dollars, demonstrate both the enduring appeal of sports programming and advertisers' confidence in live sports to reach engaged holiday audiences.

It plans to expand the capability to other live sports, scripted content, and unscripted shows. Shoppable ads will also be front-and-center during Amazon鈥檚 coverage of the Black Friday NFL game. By the numbers: TV is a potent tool for product discovery. Nearly two-thirds (63%) of consumers find new brands or products through TV content, per an 蘑菇AV survey conducted with Shopsense AI.

Success during the NFL broadcasts could help Netflix recover from this setback, but another failure would likely severely limit its sports ambitions. The difference between streaming on-demand content and live sports has become painfully clear for Netflix.

Digital execution鈥攎ainly digital billboards added to live sports content鈥攊s also helping TV maintain its strong revenue position. TV ad spending will decline in the coming years. We expect TV to decline starting next year, with an average drop of 1.0% annually between 2025 and 2028. The triopoly鈥檚 share of ad spending in Canada is much higher than in the US and UK.

After a slew of technical failures during November's Mike Tyson vs. Jake Paul boxing match live stream, advertisers are more aware than ever of what can go wrong during a popular event. And with Netflix's "NFL Christmas Gameday" just around the corner, which will feature Beyonc茅 performing during the Ravens vs. Texans halftime show, brands can strategize to make the most of a potential broadcast outage.

This sponsored article by MNTN will explore CTV and sports.

Commercials appear during live sports shown on Apple TV+, but the sports leagues sell that advertising themselves. In February 2023, The Information reported that Apple hired an executive focused on building an ads business for Apple TV+. In March 2024, Business Insider reported that Apple poached an advertising executive from NBCUniversal.

Fox reported strong performance in Q3, driven by record political ad spending, Tubi's growth, and live sports viewership, with revenues rising 11%. Personalities over publishers: Consumers are turning to personal brands over corporate ones. Tucker Carlson's successful transition from cable news to digital media serves as a case study in audience migration and platform evolution.

Amazon is committed to investing in content, with an emphasis on live sports such as the NFL鈥檚 Thursday Night Football on Prime Video and plans to stream MLB, NBA, and NHL games through a deal with Diamond Sports Group. This will be a critical part of its strategic shift to draw more advertisers. To view the full forecast, click here.

More sports are coming to Prime Video. In January, Amazon acquired a stake in the bankrupt Diamond Sports, a regional sports network company. This allowed Amazon to obtain the local broadcasting rights for several professional sports teams.

Peacock unveils live advertising features at CES: A busy calendar in 2026 has the company fleshing out its ad capabilities.

And sports-centric Fubo TV, the largest digital pay TV provider we have not yet broken out, faces a potentially existential threat from the live sports streaming behemoth coming soon from Disney, Warner Bros. Discovery, and FOX. We plan to forecast Fubo TV viewership soon. Behind the Numbers.

Sports are primary programming. Hulu + Live TV regularly features athletes in its commercials, which underscores how crucial sports are for digital pay TV providers. In 2024, nearly one-tenth of the US population will watch live sports via a digital pay TV service, and around three-fourths of digital pay TV viewers will watch live sports on these services.

Capitalizing on interest: Reflecting the rising popularity, Yahoo Sports and The Athletic will create a women鈥檚 sports hub offering free global written, audio, and video content. Yahoo Sports cited a 253% jump in women鈥檚 sports article views in the past year. Women鈥檚 live sports viewers are poised to rise steadily, from 4.1 million this year to 5.2 million by 2027.

It offers ad-free listening for about 100 million songs and millions of podcast episodes with Amazon Music, access to a vast collection of programming and live sports on Prime Video, and unlimited photo storage with Amazon Photos.

On today's podcast episode, we discuss what Fortnite developer Epic Games' win over Google means, whether McDonald's new restaurant brand will be a success, why women's sports worldwide are exploding right now, if video streaming bundles are inevitable, how AI rules can keep pace with AI development, who's planning to live underwater in a few years, and more. Tune in to the discussion with our analysts Ross Benes, Bill Fisher, and Carina Perkins.

Prior to TikTok Shop鈥檚 launch last September, live shopping platform Whatnot earned nearly 100% of social shopping gross merchandise value in 2023, according to a recent Earnest Analytics report. What鈥檚 Whatnot? Whatnot is a livestream marketplace platform, specializing in the sale of collectibles including sports cards, sneakers, comics, and vintage clothing.

Publicis simplifies women鈥檚 sports advertising: The initiative aggregates ad inventory and sponsorships across major leagues and networks.

Consumers鈥攅specially Gen Z鈥攁re eager to spend on live events: Summer concert ticket sales are at record levels thanks to high-profile stadium tours and the strong appeal of live experiences.

Amazon sells ads for live sports that appear on Prime Video, and ad-supported Freevee content is also available within the Prime Video app. Grasping where new inventory is and isn鈥檛 being unlocked will be important for media planners. Some Prime Video viewing will remain ad-free.

Without the major live sports event, Peacock lacks a 鈥渒iller app鈥� to attract new viewers. The next few months will reveal if Peacock鈥檚 promotion of original content during the Olympics will keep churn low.

Live programming鈥檚 appeal lies in its real-time nature, higher engagement, and communal viewing experience, making it ideal for advertisers. By using programmatic tools and multiscreen campaigns, brands can effectively reach diverse audiences across various live events like the Super Bowl and the Olympics.

Not to be outdone, Walmart Connect inked a deal with NBCUniversal to support retail media-powered ads within live sports. This came after several successful connected TV and digital partnerships, including with Roku and TikTok, as well as data integration with its Walmart+ partner Paramount+.