Context: A pioneer in live streaming, the NCAA now is seeing its aggressive early efforts pay off with broadcast-size audiences and ad rates. To mark the national college basketball championships, we break down the sports streaming data on our "Behind the Numbers" podcast.

Context: In the latest episode of "Behind the Numbers," analyst Paul Verna talks about the use of emerging technologies in the 2018 Winter Olympics telecast.

Context: In the latest episode of eMarketer's "Behind the Numbers" podcast, principal analyst Paul Verna talks about the Super Bowl—what marketers got for roughly $5 million, the most noteworthy ads, and what was missing from this year's telecast.

Context: In the latest episode of "Behind the Numbers," eMarketer analysts Paul Verna and Debra Aho Williamson discuss sports and news, and their place in traditional TV and digital video.

Context: Watching other people play video games is one of the internet era’s more unlikely pastimes. But both awareness and viewership of esports are growing in the UK.

Context: Amazon’s entry into sports broadcasting will expand later this month with a plan to stream live, audio-only coverage of Germany’s top two professional soccer leagues.

Context: When esports fans in Europe log in to watch this weekend’s World of Tanks Grand Finals in Moscow, they’ll be part of a fast-growing niche market expected to be worth nearly $350 million by next year.

Context: If you were hoping to add some live sports to your Netflix viewing options, sorry to disappoint you. “Investors ask us about Amazon’s move into NFL football,” the company said in a statement Monday. “That is not a strategy that we think is smart for us.”

Context: eMarketer analyst Paul Verna joins "Behind the Numbers" to discuss Amazon's deal to stream NFL games and the shifting shape of the live video landscape.

Context: The esports market is growing rapidly, and some of Europe’s biggest sporting brands have taken note.

Context: In the latest episode of eMarketer’s “Behind the Numbers” podcast, we dig into the game stats from Sunday’s tilt—audience and ad stats, that is.

Context: Marketers looking to find fans of the annual Six Nations rugby tournament would do best to explore so-called dark social channels, according to a recent survey.

Context: After a season of lackluster ratings and heightened concern about player injuries, will the Super Bowl deliver record ad revenues yet again?

Context: Sports-related digital marketers eyeing Japan take note: The country’s internet users aren’t all that enthusiastic about making sports-related purchases or paying to watch sports-related media.

Context: Running campaigns on the back of offline events in a timely manner—aka “moment marketing”—is becoming increasingly important in the UK. More often than not, such campaigns are being triggered by live sports events.

Context: Traditional televisions and desktop PCs are no longer the primary ways users watch the Olympic Games. In fact, many are streaming the 2016 Summer Olympics in Rio on their mobile devices, mainly because there’s better content available and it’s more convenient.

Context: More than two-thirds of US millennial women who use social media plan to keep tabs on the upcoming Summer Olympics via television. But don’t count out social. According to July 2016 research, 63% said this would also be a key source for updates throughout August.

Context: At eMarketer, we were interested to see how much digital video viewership worldwide has changed in the four years since the 2012 London Olympics—and we wondered how large the audience would be for the Rio games this summer. So we assembled a simple model and made some rough viewership estimates—worldwide, US and UK.

Context: Television is likely to remain the top live viewing channel in the US for the upcoming Summer Olympics in Rio de Janeiro. Most US sports fans said they plan to be glued to the Games via TV this August, though smaller screens are likely to be tapped simultaneously.

Context: With the global spectacle of the 2016 Rio Olympic Games looming on many media plans this summer, there’s increasing interest from advertisers in understanding how consumers will be watching. This is particularly true in China, where traditional linear television broadcasts compete for viewers’ attention.

Context: Consumer attention is more fragmented than ever before in UK households. Digital devices, in particular, are becoming common distractions from the biggest screen—the TV. This is true even during communal viewing events, such as the upcoming Summer Olympics in Rio.

Context: Ad spending during the NCAA Men's Division 1 Basketball Championship continues to climb, though fewer advertisers are participating than did a few years ago. One reason could be the price.

Context: During the Super Bowl 50, viewers were glued to their TV sets—with their mobile devices nearby. A February 2016 survey found that mobile accounted for the largest share of searches related to Super Bowl ads.

Context: In a digital world of ad blocking and general ad avoidance, the annual Super Bowl telecast stands out as one of the last remaining bastions of TV's glory days—when American eyeballs weren't distracted by smartphones and tablets. But how long can this last? Maybe longer than you think.

Context: The Super Bowl remains one of the most-watched events in the US, and viewers not only tune in because of the sports, but for the ads as well. And according to research, the top five Super Bowl advertisers have spent a total of $745.1 million during the past 10 years.