Amazon is promising lots of experimentation with the viewer experience when it launches its version of the NFL’s Thursday Night Football in a few weeks. Will the shift of sports to streaming service set off an explosion of experiments as leagues and media partners try to entice younger audiences to watch?

A spate of new sports TV rights deals have been announced in recent weeks at prices far higher than the deals they replaced. But how much longer can media companies keep paying those prices amid cord-cutting and audience fragmentation. And what happens when the bubble pops?

UCLA and USC leaving the Pac-12 could set off a chain of events that resets the college sports TV landscape.

An interesting note around NFL Sunday Ticket negotiations… what if the service heads to NFL+? And how much harm could that do to the rest of the TV ecosystem?

With MLS now in the fold, Apple’s showing just how serious they are about TV and what they’ll do to gradually remove consumer needs for linear.

Is Netflix ready to compete for live sports rights (like Formula 1) already without experience serving ads or airing live events?

FIFA debuts its own FAST, FIFA+, in a move that sounds so smart, you may wonder why a media company didn’t try to buy it sooner themselves.

Fox has a juggling act ahead when the World Cup is in direct opposition to college football, the NFL and holiday season later this year.

The NFL wants a streaming service. It’ll obviously make money, but is it too late for a service like that to really matter for consumers?

Apple’s new Friday Night Baseball package is an important foot in the door for the company’s sports rights aspirations.

The NFL doesn’t “need’ streaming in the same way other leagues do. But that doesn’t stop it from making the most of streaming now to optimize its future.

Sinclair’s all-in on baseball as it prepares to launch a streaming service. But what happens if MLB’s labor talks stall?

In this installment of our Marketer Interview video series, we meet Mike Raffensperger, the Chief Marketing Officer at Fanduel, and learn through a simple word association game how marketers are preparing for a new year of expanded media fragmentation.

Apple’s interest in Major League Baseball rights shows a desire to evolve the Apple TV+ service and get more serious about competing with the likes of Peacock and Paramount+.

StreamLayer COO Andrew Fleming explains how rightsholders are losing crucial customer relationships when utilizing social-focused platforms to engage fans.

The Premier League will the latest sports entity to get a major payday from U.S. media companies. What will it mean for the market overall?

Baseball tune-in was big on VIZIO TVs, per data from Inscape. Over 27% of devices tuned into at least a minute of baseball in October.

The AAC replaced key departures with six new members. But do any of them register when it comes to what matters most? (interest from TV audiences)

If Disney actually does explore spinning ESPN off, what does that mean for the “Worldwide Leader” trying to operate on its own?