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NBCUniversal and Fox inked a landmark deal to air the Super Bowl on both Telemundo and Fox Deportes, potentially allowing the game to reach more Spanish-language consumers than ever鈥攙iewers who are highly engaged with sports and hold significant buying power.

On today's podcast episode, we discuss what happens next now that sports-focused streaming service Venu Sports has been blocked, how to get customers onboard with your AI-infused products and services, how the streaming bundle is changing, the US considering a breakup of Google to address its search monopoly, the most sort after plane seats, and more. Tune in to the discussion with host Marcus Johnson, director of reports editing Rahul Chadha and analysts Ross Benes and Max Willens.

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.

Why this matters: The MRC鈥檚 approval is a significant development in both the battle for sports streaming rights and the ongoing competition for Nielsen鈥檚 dominance of the TV measurement space.

Earlier plans to co-launch a joint sports streamer with Disney and Warner Bros. Discovery were dropped following legal complications. Our take: ESPN鈥檚 reinvention is long overdue, and Fox鈥檚 entry reinforces a broader push among media incumbents to modernize without sacrificing their legacy revenue.

Brands are increasingly investing in sports and forging partnerships with leagues, as sports offers exceptional growth potential. Viewers frequently interact with sports content on their phones and tablets, and partnering with the UFC gives Meta access to a highly engaged audience.

Overall, apps that have everyday-use appeal, including entertainment and photo and video apps, are better bets than those only checked occasionally, like sports apps.

NBCUniversal and Amazon paid a fortune for NBA rights in the hopes that Peacock and Prime Video would continue to gain and maintain subscribers due to exclusive sports rights. We forecast that live sports viewing will keep shrinking on traditional TV and growing on digital services. In 2022, more sports viewers watched via traditional TV than digital services.

Provide an overview of our UK key ecommerce retailers forecasts as of Q4 2024, including Amazon, Sainsbury鈥檚, Tesco, John Lewis Partnership, Ocado, Next, Currys, Boots, Marks & Spencer, Asos, JD Sports, and Boohoo. Help retailers benchmark their sales against Amazon and other competitors. Equip retailers with the data to forecast future ecommerce sales growth.

They rarely (4%) play sports games. Baby boomers (69%) and Gen X (56%) spend most of their gaming time on casual or mobile games. Millennials also prefer that format but play sports games more than any other generation.

Repositioning its real estate and store portfolio by expanding its House of Sport, Field House, and Golf Galaxy formats. House of Sport locations in particular drive stronger engagement, attracting shoppers who spend more time in-store and significantly outspend typical Dick鈥檚 customers. Doubling down on footwear as a key growth driver.

Live sports (low disruption). Key market dynamics. The NFL 鈥淪unday Ticket鈥� deal upped the ante for YouTube and live sports. But the costs associated with securing this type of top-tier sports coverage means it鈥檚 an isolated case, at least for now.

Companies are willing to pay big for high-profile events like the Super Bowl, and live sports programming accounts for a significant portion of US TV ad spend. Live events create natural ad opportunities that young viewers show high acceptance of.

厂辫辞谤迟蝉鈥� growing popularity and ad effectiveness is visible in the data. EDO found that ads on women鈥檚 sports drove 40% more engagement than primetime inventory. Aiming to capitalize on growing Hispanic sports viewership, Fox and NBCUniversal inked a deal to air the recent Super Bowl on both Telemundo and Fox Deportes.

Wrestling鈥檚 streaming success could reshape the sports media landscape. If Netflix can keep WWE fans engaged, other leagues may follow, accelerating the shift from linear TV to direct-to-consumer sports streaming.

Sports will increase its share of upfront commitments, according to Christi Uban at Marketing Architects. Because sports inventory is finite and in-demand, it鈥檚 becoming more common for TV networks to require non-sports commitments from advertisers buying sports, she said. E.W. Scripps placed women鈥檚 sports at the center of its upfront presentation.

Canceling Venu Sports is expected to cost Disney鈥檚 sports segment $50 million, further adding pressure to its streaming business. Peacock is betting big on live sports, but profitability remains elusive. The platform added 16% more subscribers YoY, reaching 36 million, while revenues surged 46% to $4.9 billion.

Sports, one of the biggest topics of discussion on X, has been growing consistently on Threads. Sports-related creators have grown follower communities by nearly a million users collectively, per Meta data, and sports represents the fastest-growing category of 鈥渋nfluential creators鈥� on the platform.