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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.

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

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.

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.

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.

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

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

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.

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.

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.

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.

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

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.

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.

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.

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+.

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.

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.

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.