The return of live sports produced a flurry of licensing activity from broadcast networks and streaming services—including digital video, social, and ecommerce platforms. It also reignited concerns about the sustainability of pricing models for sports video and TV.

The legalization of sports gambling in more than 20 US states has opened new business opportunities, and potential pitfalls, for broadcasters and streaming services that seek to tie in betting content, such as fantasy leagues, with live broadcasts—or at least market separately to the sports viewing and gambling audiences.

On today's episode, we discuss whether HBO Max can break into the top four streaming services, what to make of the Academy Awards' ratings, the effect Amazon could have on live sports, whether people will pay with their palm, how NBCUniversal's Peacock is doing, the crazy things that happen in far away galaxies, and more. Tune in to the discussion with eMarketer director of forecasting Oscar Orozco, analyst Blake Droesch, and principal analyst at Insider Intelligence Jeremy Goldman.

On today's episode, we discuss digital video: Where has video ad spending overtaken TV, what do the streaming wars look like in different countries, and how much has live sports migrated to digital platforms? Tune in to the discussion as eMarketer senior analyst Bill Fisher hosts principal analyst Karin von Abrams, senior analyst Paul Briggs, and research director at Insider Intelligence Matteo Ceurvels.

We expect vMVPD viewership to increase as live sports resume a more normal routine and the NFL, the US’ most popular sport, proceeds through its longest-ever regular season. But what’s notable is that vMVPDs, which were once heralded as traditional TV’s savior to cord-cutting, are not adding enough viewers to replace those leaving satellite and cable TV.

Sports, Concerts, and Live Events. Live events, including sports and esports, concerts, festivals, and conferences, present perpetual challenges for broadcasters. Not only do the most-watched ones, such as the Olympics, FIFA World Cup, and Tour de France, put stress on networks, but they often have poor in-venue service for fans who attend them live.

Streamers battle for sports rights: Media companies are hinting at new plans to use live sports to drive streaming subscriptions, which could grow the audience of sport fans who can be targeted through digital channels.

This forecast includes livestreaming activity on social networks and video platforms, as well as other live content such as news and sports that are streamed on virtual multichannel video programming distributor (vMVPD) platforms, like Sling TV and Hulu + Live TV.

With an increase in live events, sports, and product launches in 2021 over 2020, advertisers flocked to Twitter due to increased demands for advertising campaigns on the platform. This was big for Twitter, given that advertising will make up 89% of the platform's total revenues in 2021. We expect that figure to flutter above 91% in 2023.

The takeaway: As streaming services begin to tap into popular live TV events, clarity in advertising will be key to reaching consumers and satisfying advertisers. The streaming scene is only getting more competitive—now Amazon is getting in on live sports broadcasting—and users may not stick with services that burn them with unclear instructions and advertising.

Video gaming and livestreaming have supplanted interest in live sports. Gen Zers are less likely to be fans of traditional sports, to watch live professional sports, or to consume other sports content online or elsewhere, especially via TV, podcasts, and radio.

Social media platforms are betting on social audio as part of the creator economy: Live audio is becoming less about the platforms that started the trend as more big firms launch creator-focused features.

In 2020, TV ad spending in Canada cratered, falling by 16.2% YoY—the postponement of professional sports league games and the Olympics was a major factor. Live sports prop up TV viewership and ad spending: There’s a nationwide audience for the NBA’s Toronto Raptors and the MLB’s Toronto Blue Jays. Meanwhile, the NHL’s seven Canadian franchises draw committed regional TV audiences.

“We think the return of sports is a major factor, since at least 20% of national TV spend is linked to sports events.” Q3 TV spending activity supports the importance of live sports.

Sports is another area of overlap. While sports media and broadcasting fall into the media category, advertising for live sports events qualifies as entertainment since many of the same venues are used for both concerts and games.

Sports are on hold in the US due to the coronavirus pandemic, but digital live sports viewership will still rise more than 14% this year thanks to continued organic growth and accelerated cord-cutting.

eMarketer analyst Ross Benes, forecasting analyst Eric Haggstrom and senior analyst Audrey Schomer at Insider Intelligence discuss what the return of live sports will look like, what brands should think about and what the lack of fans could mean. They then talk about TV companies getting together to enhance targeted TV commercials, YouTube's new "Chapters" feature and the future of TV advertising.

eMarketer senior analyst Ross Benes, forecasting analyst Eric Haggstrom and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss the gradual return of sports audiences and how advertisers are viewing these marketing opportunities. They then talk about Facebook halting political ads after the election, Twitch selling inventory on Amazon's advertising platform, and out-of-home advertising in Q2.

Not being able to experience live sports at this time, US adults are turning to other alternatives. While these choices vary from sports documentaries to esports competitions, recent data from Morning Consult found that US adults are just as interested in news coverage of the pandemic’s impact on sports as they are on the games themselves.

Business Insider Intelligence senior research analyst Audrey Schomer, eMarketer senior analyst Ross Benes, forecasting analyst Eric Haggstrom, and vice president of content studio at Insider Intelligence Paul Verna discuss TV: How are sports audiences changing, and how does that affect pay TV? They then talk about T-Mobile's new skinny TV bundle, Roku's Q3 earnings, and live TV streaming prices.