The DL: According to eMarketer, digital live sports viewership in the U.S. has now overtaken traditional pay TV, a trend likely to persist, with 114.1 million people expected to watch digitally next year compared to 82 million on TV. While nearly half of U.S. adults will continue watching live sports through 2028, the preference is shifting toward digital platforms. This shift highlights the importance of regularly reviewing and, where applicable, adjusting our clients' video strategies to prioritize digital channels where audiences are growing.

Read More: e-Marketer

The DL: Netflix has experienced a recent uptick in ad-supported plans, with reports indicating that they now boast 70 million monthly viewers engaging with ad-supported content. This change is new following a of subscribers in 2022. Since this shift the stock is up 87% on the year and is currently an analyst-rated “Buy”. Netflix has also begun investing in live programming through the NFL, Boxing, Wrestling, and recently the Tom Brady Roast. All of which are becoming hot ticket advertising options. The company recently revealed that their inventory is locked in for their Christmas Day NFL broadcasts. With the company keen on investing in advertiser opportunities, adding media placements where possible is a no-brainer for the foreseeable future.

Read More: Bloomberg

The DL: Despite persistent obstacles in TV advertising such as fragmented viewership and measurement issues, brands continue to favor this medium. Since 2021, a staggering $4 billion has been injected by 931 first-time advertisers. On average, brands that previously measured their website traffic saw a 12% increase in traffic during the month they made their TV debut in comparison to six months prior, according to the report. Being on TV helped sustain increased traffic past the launch month, with a 20% increase in monthly unique visitors compared to the six months prior to campaign launch.

Read More: MarketingDive

The DL: Netflix is looking to break new ground, both for itself and for the NFL, with its three-year deal to show Christmas Day games. In monetizing those events though, the streaming giant is taking a much more conventional route. Meanwhile, the work by Netflix with Nielsen, additionally highlights the fast-growing role of advertising and live events in the company’s overall business.

Read More: Front Office Sports