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IAB attributes this upswing to streaming platforms鈥� expanded sports offerings, renewed engagement with live events, and improved access to self-serve and programmatic advertising capabilities. Our own forecast indicates that digital video ad spend grew 24.8% in 2024 and will grow an additional 17.8% in 2025鈥攁nd that video ad spend will double between 2023 and 2028.

In addition, Max, Peacock, and Paramount+ have doubled down on sports rights, while ESPN is pivoting from a cable network to a D2C streaming service. All this is driving a surge in CTV ad spending, especially since live sports content commands loyal viewership and high ad rates. What does this mean for marketers, media companies, and distributors? The TV ship has sailed.

On today's podcast episode, we discuss the size of sports betting markets, what happens when regulation gets too tight, and the potential problems associated with marketing within the gambling universe. Tune in to the discussion with our Principal Analyst and host Bill Fisher, Principal Analyst Paul Briggs, Senior Director of Podcasts Marcus Johnson, and Vice President of Content Paul Verna.

More sports will come to streaming. Sports leagues will continue to license their content to digital platforms, in many cases exclusively. As that process plays out and legacy broadcast channels like ESPN move from the cable and satellite ecosystem to a D2C streaming model, sports fans will ditch their cable bundles for streaming services.

Disney adapts to industry challenges: House of Mouse emphasizes ESPN's sports offerings and nonscripted content at upfronts.

Will streamers band together to create a sports broadcast hub? ESPN is trying to persuade competitors to jump on board, and revenue pressures could sway them.

Roku in talks for exclusive MLB Sunday broadcasts: A shift from NBC to Roku could reshape sports streaming landscape.

Venu Sports has been shelved for now, but it鈥檚 potential launch could pose a significant threat to linear TV鈥檚 remaining crown jewel: live sports.

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. Read the full report.

Streaming has been a home run for sports-based advertising Through sports rights, new and niche content, and creative ad formats, every major streamer is attempting to grab a share of sports connected TV (CTV) ad spend.

All eyes have been on streaming at this year鈥檚 upfronts. Sports are moving to digital, new (and old) trends are emerging for ad buying and delivery, and political advertising has been surprisingly quiet. Here are four themes that stood out this upfronts season.

ESPN+, meanwhile, is proof of the enduring value of live sports, even if many of its offerings are niche. ESPN+ viewership also benefits from its bundle with Disney+ and Hulu. The virtual multichannel video programming distributors (vMVPDs) are small, but YouTube TV is set for major growth thanks to the NFL.

Although YouTube made earlier attempts to capture CTV viewing by investing in premium content, it has since focused on two areas that differentiate it from services like Netflix: its creator community and live sports. With Shorts, YouTube is fighting an uphill battle to fend off TikTok and dent Meta鈥檚 share of social video.

What it means: This move is part of the streaming leader鈥檚 continued exploration of bringing live programming to its service as it experiments with live broadcasting, including possibly bringing live sports to the platform. The company's first event to stream live globally will be Chris Rock's March 4 special.

Disney, Fox, and WBD unveil Venu Sports: New streaming service still has hurdles to overcome before fall 2024 debut.

As the nation readies itself for Super Bowl Sunday, let鈥檚 review how this year has gone for the NFL. The league鈥檚 ratings for the 2022鈥�2023 season were down 3% from the prior year, and there鈥檚 one big reason to blame: Amazon鈥檚 Thursday Night Football. Despite the drop, sports leagues will continue to move full steam ahead with exclusive streaming deals while Amazon waits for consumers to catch up.

It signals a pivotal shift in streaming, blending premium content and live sports with targeted advertising, marrying the appeal of traditional TV with the precision of digital marketing.

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. Read the full report, US Time Spent With Media H2 2024 Update.

Interactive creative tailored to a live event鈥檚 start time or lineup. As streaming of live events like sports and awards shows increases, advertisers鈥� CTV strategy may not be set up for live TV. And just like how the mood may change within a TV show, a live event鈥檚 mood will likely change from one point to another.

Mitchell-Wolf notes that YouTube鈥檚 revenue rise of more than 20% amounts to its most robust growth in two years, thanks to strategic investments in live sports broadcasting, stringent actions against ad blockers, and enhancements in the monetization of its Shorts feature.

Streaming services invested heavily in entertainment and sports programming in 2022. The number of scripted shows rose significantly, and OTT services worldwide spent $5.2 billion on sports alone鈥攚ay over the $2.9 billion spent in 2021, according to Ampere Analysis.

While advertising areas like connected TV and retail media boast strong potential, other channels, like social media and linear TV, are losing some steam. That鈥檚 why it鈥檚 important to explore other ad channels. For example, digital out-of-home advertising has made technological and creative leaps in the past few years, while the women鈥檚 sports ad opportunity is expanding. Here are some areas within digital advertising where you may be missing out on unlocking potential.