The biggest World Cup ever gives brands an opportunity to forge global audience connections — something many are doing via YouTube already.

A new partnership from StreamLayer and Curated.Media aims to provide programmatic access to key moments during live sports (and other programming).

As the NFL’s 2026 schedule takes shape, the league appears to be quietly embracing its destiny as streaming-first.

YouTube has seen enormous growth as a hub for sports content worldwide. Now comes the hard part: Merging highlight behavior with live game watching.

New research shows 78% of CTV advertisers are already running live sports campaigns. Premion's Peter Jones on what that means for local and regional brands.

in a move that could topple the larger regional sports network model, nine MLB teams have cancelled contracts with FanDuel Sports Network.

F1 is coming to Apple in 2026 — but does that mean anything for either without a larger Apple investment in sports?

Audience figures for the Mariners (and Dodgers) are faring just fine so far — across TV and YouTube — which may quell fears of a West Coast World Series spelling doom for MLB ratings.

MLB’s 2025 season was a success on TV — now how does it grow on that when the possible outcomes have such a wide range of audience possibilities?

The Masters has added Amazon Prime Video to its list of media partners, yet again opening up new opportunities around the event.

Was the NFL’s first free YouTube game a success? That’s tough to nail down, which showcases limitations (and opportunities).

Rob Manfred’s recent statements on MLB expansion and realignment take an interesting approach to greater national TV relevance.

Bundles are returning in earnest now, as sports helps spur a return to centralized programming options for consumers (who have been clamoring for it).

MLS is punting on a decision around aligning to the FIFA calendar for now; but is it simply too late to make a change at this point, especially when surveying the U.S. TV landscape?

iSpot’s new first-half TV report showcases how streaming is growing steadily, primetime’s ability to survive, and the ad market’s increasing consolidation around top networks.

As ESPN closes in on potential new additions like NFL media and the MLB rights it recently walked away from, its streaming strategy is starting to become clearer.

After months of talk around what ESPN and MLB’s split meant for everyone… the two may wind up back together in a way that benefits both parties.

Which NFL games are likely to draw the biggest TV audiences this season? We took a swing at the games that have network and streaming partners (and TV viewers) excited.

On-field rule changes have helped MLB embrace younger fans. The league is now eyeing an expansion into more TikTok content as baseball’s social video success grows.

ESPN’s price model for a new streaming service makes financial sense. But how does it sell consumers on needing it?