NBC News is introducing an ad-free, subscription-based streaming platform that consolidates its full lineup of content, spanning linear broadcasts, podcasts, live channels from NBC-owned stations, and original exclusive reports, into a single application, per Variety. Multiple platforms appeal to user preferences but cause more difficulties for advertisers who are struggling with an increasingly fragmented TV ecosystem.

Sports rights continue to fragment in the digital-first era with Major League Baseball’s (MLB) new media rights deals across Netflix, NBC, and ESPN. The MLB spreading game rights across platforms exacerbates the fragmentation issue advertisers are already facing. With fragmentation only likely to increase, brands that thrive will invest in strategic cross-platform campaigns and keep budgets flexible to follow viewers where they’re watching.

Live sports is drifting from linear TV to fragmented streaming. That’s raising costs, confusing viewers, and forcing leagues and advertisers to navigate new tradeoffs between reach, revenues, and shifting time spent.

The NBA is experiencing one of its biggest advertising booms in decades following a record $76 billion media rights deal with Disney, NBC, and Amazon. Ad spend on NBA programming jumped 15% last season to $1.52 billion, with NBCUniversal selling out its first-year inventory after returning to coverage for the first time in 23 years. ESPN, ABC, and Prime Video are also thriving—drawing hundreds of advertisers across broadcast and streaming. Amazon is fusing ecommerce and live sports with shoppable ad formats, while NBC and Disney leverage cross-platform studio content. The result: the NBA is redefining what live sports monetization looks like.

The news: Legacy news is facing mounting threats after President Trump suggested on Truth Social that ABC and NBC could have their broadcast licenses revoked. Accusing the networks of serving as “AN ARM OF THE DEMOCRAT PARTY,” the news follows a string of scrutiny against public broadcasting from the current administration—and has implications for the advertisers that rely on these channels. Our take: As news channels face more scrutiny, advertisers are being forced to reconsider where they spend—but political volatility still needs to be weighed against long-term loyalty among key demographics.

The news: Warner Bros. Discovery (WBD) plans to split into two separate public companies by 2026, one focused on streaming and studios and the other on global cable networks, the company announced. Its streaming company will include HBO Max and WBD’s movie properties, while the global networks company will include TNT Sports, Discovery, and CNN. Our take: WBD’s move emphasizes that sticking with a one-size-fits-all model is no longer viable given traditional TV declines and the rise of streaming. Managing decline while pursuing growth requires two fundamentally different playbooks.

NBCU looks to secure MLB rights after ESPN backs out: The deal would position NBCU as a one-stop shop for sports, enhancing its value for advertisers.

Peacock reduced losses, gained subscribers in Q1: The successes indicate that the streaming platform could become more enticing for advertisers.

What do brands need to know about the next wave of digital growth?

Super Bowl LIX sets new all-time viewership record: The game averaged 126 million viewers across TV and digital platforms, a 2% increase from last year, with streaming playing a major role in its success.

The company made major strategic moves during its transition year, but it may take longer for them to bear fruit

Comcast gives details on its spinout of several NBCU cable networks: As Peacock takes center stage, legacy TV networks must adapt to stay relevant.

With cable in decline, Comcast bets on hybrid strategy: Peacock revenue grows, but subscriber slowdown raises questions ahead of its NBA media rights rollout.

CNBC+ is the latest attempt to bring news networks into streaming: The streaming service will launch in early 2025 as Comcast prepares to separate linear, digital assets.

By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

Faced with booming media rights costs and legalized gambling, broadcasters, streaming services, and leagues are navigating how to stay innovative, remain profitable, and keep sports accessible for everyone. Media rights costs for major sports have surged dramatically, posing a significant challenge for traditional broadcasters like NBC and Disney.

Comcast looks to free streaming biz from linear’s decline: The company is separating cable and digital assets in a move that others will mimic.

NBA lands historic media deals: New agreements with Disney, NBC, and Amazon promise expanded coverage and increased accessibility for fans.

New NBA broadcasting deals with NBC and Amazon: These partnerships, pending approval, are set to enhance live sports accessibility and boost advertising revenue.