YouTube is the number 1 platform preferred by sports fans in the US. It consistently recorded a 40% growth in sports video every year. The platform houses a wide range of sports content – from clips, highlights, to live games. As such, YouTube launches a new sports channel and expands its CTV offering.
Last December 2020, YouTube enabled HDR on live streams. This allows video creators to give viewers a better viewing experience, especially on sports events. The platform also rolled out product tags on video clips. Such a feature is an additional option for brands to monetize their content. The new YouTube Sports channel turned athletes into video creators. It’s now a refreshed destination for fans to watch candid conversations with their favorite sports personalities and the top 10 plays with game analysis. Here, global YouTube users can watch LaLiga, MLB, NBA, NFL, and WWE. The suggested contents are personalized based on the user’s interests.
In line with the new sports channel on YouTube, the platform is also expanding its CTV offering on YouTube Select. This is to help advertisers capitalize on sports events. CTV or connected TV are inclusive YouTube videos that users can watch on their television screens. Today, YouTube expands ads and partnerships with such type of content sponsorship outside the US. The new markets added are Australia and India.
Implications for Marketers:
YouTube’s new sports channel is a great addition among sports fans on the platform. With a majority of YouTubers watching sports video, this highlights what’s trending on the platform. For marketers, they can capitalize on sports through CTV offerings. It’s another option to reach audiences through television screens. The key is to find a relevant sports event where brands can post ads targeting an audience segment.