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A year ago, sports programming was just starting to bubble up across streaming platforms. With CTV penetration in the U.S. now above 80% and time spent with CTV overtaking traditional, live TV viewing, the shift is far more pronounced—and so is the amount of content.
The appeal of sports distribution is undeniable, and streaming services, particularly SVOD provider...
As a prime driver of appointment TV viewing, sports programming has become a critical fixture in the annual TV upfronts. Yet even as streaming becomes bundled in upfront deals, the broadening CTV landscape opens a wealth of advertising opportunity that sits well outside of national upfront deals.
Here’s an example:
The 2026 NCAA College Fo...
Streaming has become the dominant way people engage with their televisions, resulting in a considerable increase in CTV advertising over the past decade. Even as viewers spend increasing amounts of time with CTV, however, traditional linear TV budgets are expected to remain outsized for the foreseeable future.
Agencies and advertisers see tremendous potential in CTV...