At Upfronts, YouTube made the case that it IS TV. It’s hard to deny the platform has a hold on audience attention at this point.

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.

In Episode 8 of In the Vicinity, local media veteran Tim Hanlon is joined by a guest this week, Anthony Campanella, VP, Inventory Partnerships & Operations, Madhive.

The NFL’s YouTube strategy around the NFL Draft has a long-form creator flavor to it.

The NFL’s potential YouTube deal is about more than just money. It’s about the future of TV.

The NFL isn’t waiting for traditional TV to build out how it increases media revenues. It’s using streaming to grow revenues rapidly, with or without networks.

The recent surge of games returning to broadcast television may represent something closer to a transitional solution than a permanent one.

Bad Bunny’s Gen Z appeal is a big part of the NFL’s larger efforts to get younger, and stay ahead of the streaming curve.

A look at the increasing footprint of creators during the Super Bowl, as the NFL and advertisers invite digital video further into its domain.

YouTube taking over the Oscars broadcast changes how big events reach a broad TV audience (as YouTube expands itself further as a traditional TV alternative).

Sports rights conversations have focused primarily around Fox and ESPN in recent years, but NBC has quietly made itself into a power player on the back of premium events.

MLS matches will now be included in Apple TV subscriptions, as the service adjusts how it’s positioning itself in the market.

The 2026 FIFA Men’s World Cup will see a record 69 matches on Fox’s broadcast network, as the event moves back to summer while largely taking place in the U.S. next year.

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

This week we’ve got a new format.

iSpot data from Q3 shows a TV landscape steadying, with more spend and ad minutes, while reach and airings decline slightly.

PLUS: In this week’s Hot List must read, Alan Wolk builds his body of work about the Death of Monoculture.

The NFL wants to start renegotiation talks for its lucrative media rights four years before its opt-out clause, and TV can’t really say no.

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