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The news: NBCUniversal is exploring a dedicated sports cable network that would feature content鈥攊ncluding NBA games鈥攕hown on its Peacock streaming service, per a Wall Street Journal report. Our take: Launching a dedicated sports cable channel could help NBCU open the door to new ad inventory and bolster its cable revenues as traditional TV faces mounting pressure from the streaming transition. Live sports continues to command strong advertiser demand, even as general linear viewership declines.The channel will enable NBCU to better monetize its existing sports rights by repackaging content for cable audiences who might be losing interest in traditional TV.

The news: YouTube TV may drop Fox News, Fox Sports, and Fox Broadcast Network this week if Google and Fox Corporation don鈥檛 agree on renewal terms. A blackout removing seven Fox channels could ding YouTube TV鈥檚 engagement鈥攅specially during live sports and election season, when Fox鈥檚 properties pull massive audiences, per CNBC. Our take: Fox Sports specifically drives real-time viewership. Losing it weakens YouTube TV鈥檚 live-programming value proposition. For streaming platforms like YouTube TV, it鈥檚 a warning鈥攃ontent gatekeepers are no longer willing to share access without premium payouts. YouTube can negotiate partial or sports-only rights to minimize disruption, but the cost will likely be passed on to subscribers. If Fox goes dark on YouTube TV, advertisers must reallocate spend or risk diminished ad performance.

Amazon closed its second annual Upfronts with 鈥渟ignificant growth鈥� across independent agencies and holding companies, per Adweek. An Amazon spokesperson cited excitement surrounding live sports offerings on Prime Video as a key driver of growth. Amazon is positioned for sustained ad growth if it continues relying on its sports properties to draw advertiser interest in Prime Video. With Prime Video only making up a fraction of Amazon鈥檚 overall ad revenues, the service is far from hitting its ceiling鈥攁nd future investment in tentpole sporting events will put Prime Video on par with its bigger competitors.

The news: Paramount struck a $7.7 billion, 7-year agreement with UFC in its first big move after closing its merger with Skydance. The deal will see all 43 live annual UFC events streamed exclusively in the US on Paramount+, while select UFC events will be simultaneously aired on CBS. Our take: With its UFC deal, Paramount is taking the first step toward regaining audience share and ad spend post-Skydance merger, banking on live 蝉辫辞谤迟蝉鈥� steady draw for viewers and marketers.

The news: Despite a surge in sports advertising and streaming, Walt Disney Co. failed to surpass last year鈥檚 upfront volume, citing a result that was 鈥渃onsistent with last year,鈥� per a press release. Streaming accounted for over 40% of the company鈥檚 total upfront volume, on par with 2024, while sports advertising commitments across digital and linear were worth around $4 billion. Our take: As live sports viewers remain consistent and audiences increasingly turn to digital, Disney鈥檚 future growth depends on how well it can transform its streaming offerings into hubs for live sports.

The news: Netflix and Fox are closing Upfronts on a high note, with ad success driven by live sports and original programming. Netflix anticipates that it will 鈥渞oughly double鈥� its ad revenues in 2025 from 2024 after a strong second quarter. Our take: Netflix鈥檚 and Fox鈥檚 success underscores that high-quality, tentpole programming still commands advertiser trust even as broader ad growth slows. Live sports remains a critical touchpoint for advertisers, delivering consistent audience growth and high engagement and attention. Channels that invest in sports鈥攚hether streaming or linear鈥攚ill attract interest.

PubMatic has launched an AI-powered Live Sports Marketplace to enhance the value of live sports advertising by placing programmatic ads at high-engagement moments. The platform uses real-time signals鈥攆rom viewer behavior to game dynamics鈥攖o time ads for maximum impact. With partners including FanServ, Roku, and major leagues like the NBA and MLB, the marketplace consolidates fragmented inventory across platforms. As digital sports viewership overtakes linear, and programmatic CTV spending continues to rise, PubMatic鈥檚 innovation offers flexibility, scale, and precision in a format where timing is everything. Advertisers gain tools to optimize performance at the moment audiences are most engaged.

Netflix's Q2 2025 earnings results came in at $11.1 billion in total revenues. The company鈥檚 shift away from reporting net subscriber growth now places investor focus squarely on margins, ad performance, and global monetization. While churn remains low and its brand strong, Netflix faces growing competition from YouTube and TikTok for user screen time. With hit content, live sports, and gaming on deck, the streaming giant鈥檚 next act will test its ability to monetize an already massive user base while retaining cultural dominance. For Netflix, growth now means doing more with what it already has.

The news: NBCUniversal will charge $8 million for 30-second Super Bowl LX spots, per an Adweek report citing those familiar with the matter. Ads for Super Bowl LX were reportedly going for around $7 million for 30 seconds鈥攂ut that number has been increased due to high demand. Our take: The Super Bowl is likely the most lucrative advertising opportunity for US brands, as football continues dominating live TV鈥攎eaning advertisers are willing to invest despite the high cost. Live sports events, especially the Super Bowl, offer a rare combination of scale, immediacy, and viewer engagement.

YouTube鈥檚 hiring of ESPN veteran Justin Connolly triggers a Disney lawsuit: The clash underscores rising tensions over live sports streaming supremacy.

Digital eclipsed traditional pay TV among live sports viewers in 2023. As that lead grows, the growth of women鈥檚 sports and betting apps provides marketers with opportunities to reach new audiences.

The traditional TV bundle will further decay as more live sports embrace streaming.

Modelo鈥檚 college basketball ad spend grows 48%: The investment highlights the lucrative opportunity of advertising during live sporting events.

Netflix sets record with 8.6% of TV viewing as sports fuel broadcast growth: While streaming dominated at 42.6% market share, NFL and college football content helped push broadcast TV up 5% in January.

Amazon expands Prime Video鈥檚 sports portfolio with NBA deal: The addition will boost its live sports offering and create new opportunities for advertisers to run cross-league campaigns.

ESPN has launched its long-awaited direct-to-consumer subscription app, consolidating 12 networks and sports rights under one platform. Two tiers鈥擡SPN Select at $11.99/month and ESPN Unlimited at $29.99/month鈥攐ffer up to 79,000 live events annually, with Unlimited subscribers gaining access to marquee programming like Monday Night Football and NBA games. A Disney+/Hulu bundle is also available for $35.99/month, discounted in year one. Features include multiview, betting tools, live stats, fantasy integrations, and an AI-powered personalized SportsCenter. The move signals an existential reset for ESPN, aiming to convert cable loyalists and younger fans while stabilizing growth in a cord-cutting era.

The news: Fanatics launched Fanatics Advertising, a division that will oversee the company鈥檚 ad and brand partnership strategy across its commerce, collectibles, gaming, and events businesses. Our take: Fanatics is taking its swing at the fast-growing commerce media space. Commerce media represented 18.0% of US digital ad spending last year, and we expect its share to keep climbing鈥攈itting nearly $1 of every $5 spent on digital ads (19.7%) this year and close to $1 in $4 (24.8%) by 2029, the end of our forecast period. Sitting at the crossroads of sports fandom鈥攎erchandise, collectibles, betting, and live events鈥擣anatics has a brand position few, if any, rivals can match. If it executes well, Fanatics Advertising could be a home run by turning its unmatched access to fans into an equally powerful ad play.

The news: Disney announced that it will merge Disney+ and Hulu in 2026, a move that could save it $3 billion. The news came after a mixed Q3 FY25 that beat expectations thanks to high spending at Disney theme parks and growth in streaming, but saw advertising revenues fall short of analyst estimates. Our take: Disney鈥檚 future success depends on whether merging its core streaming offerings boosts advertiser appeal and a successful sports push that can compete on a similar level as rivals with access to tentpole live events like the Super Bowl.

Netflix鈥檚 Q4 revenues rise 16%: Record 19M new subscribers boost ad-tier uptake and live sports engagement.

On today's podcast episode, we discuss what the verdict is on Netflix's sports streaming experimentation and how small and mid-sized advertisers are spending more on CTV ads. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Ross Benes and Vice President Paul Verna. Listen everywhere and watch on YouTube and Spotify.