What’s Next for Streaming Live Sport in 2025
Operative CCO Ben Tatta believes linear and streaming processes will have to be blended
With the expansion of live sports onto popular streaming platforms, ad-tech solutions that merge live linear and digital workflows are becoming critical for maximising revenue and inventory yield in the coming year.
Live sports requires more than just traditional linear workflows; they demand real-time flexibility for dynamic ad insertion (DAI) while maintaining the integrity of conventional linear ad breaks and ad separation rules
Blending the best of linear and streaming TV for live sport
If there’s one constant in media, it’s that people love watching live sports. With the rapid adoption of streaming platforms as a primary mode of consumption it’s essential that media companies enhance their ad-stack to maximize the value of live sports. Next year, it’s estimated by MNTN Research that more than 118 million people in the US will stream live sports content, up 71% from 2021. Both digital pure-play and traditional broadcast media companies are in the race to control live sports content, and new advertising approaches are emerging.
The trend will only continue in 2025. As more people move from linear broadcast to streaming sports, traditional and digital media companies have to monetise advertising inventory in new ways. Selling ads against streaming sport isn’t a simple thing. Streaming is a digital channel, but media companies are finding that they can earn more when they sell inventory up front. What’s emerged is a “linear streaming” hybrid, supported by ad-tech solutions that merge live and on-demand workflows critical for improving the yield and sell-through of their inventory, maximising revenue and engagement in the coming year.
What’s special about live sport?
Sports attract the huge scale for the largest events, as well as engagement and loyalty across the long tail. While millions tune in to watch a big football match, a die-hard fan will watch an entire season. Today, more people want those sports experiences to be on streaming channels.
This dramatic shift in audience behavior has opened up the traditional power structure of media giants. Apple, Amazon and Netflix are shelling out tens of millions for the opportunity to stream the Champions League, NFL, and other top tier sports. At the same time, traditional broadcasters like NBC and the BBC are investing heavily in streaming to support major live events like the Olympics and World Cups.