Why Live Sports Streaming Is a Major Opportunity for Marketers

The way we watch sports is evolving rapidly. While fans still love tuning into live games, where and how they watch has changed dramatically. 

The games that once aired exclusively on cable or satellite are increasingly moving to streaming platforms. Thursday Night Football on Amazon Prime is a prime example of this shift, signalling a broader trend reshaping the sports broadcasting landscape.

For marketers, this evolution presents both a challenge and a golden opportunity. Live sports have always attracted massive, engaged audiences, and that hasn’t changed. In fact, according to EMARKETER, the percentage of the population watching live sports has remained steady—rising only slightly from 46.9% in 2018 to 47.6% in 2024. 

But how fans are accessing sports is transforming. Traditional linear TV viewership is declining, while digital live sports audiences are growing. In 2024 alone, there were 105.3 million digital live sports viewers, and that number is projected to hit 127.4 million by 2027.

For advertisers, these shifts demand a new playbook. Tapping into the potential of live sports streaming requires agility and forward-thinking strategies. The good news? This shift toward digital opens doors to cost-efficient, highly flexible, and competitively advantageous ways to engage with consumers. 

In this article, we’ll discuss the key considerations and strategies for thriving in this exciting new era of sports advertising.

The Evolution of Sports Streaming

No longer confined to traditional TV, live sports have become a cornerstone of connected TV (CTV) and over-the-top (OTT) platforms, creating new opportunities for fans and advertisers.

Leading streaming services are investing heavily in sports programming. Netflix, a newcomer to live sports, took its first steps with an NFL game for Christmas 2024 and plans to air WWE content in 2025. Prime Video, already the exclusive home of Thursday Night Football, added NBA and WNBA games to its sports lineup, featuring select MLB and NHL content. Peacock is expanding its portfolio with NBA games alongside existing offerings like NFL matchups, college sports, soccer, NASCAR, and the Olympics. Meanwhile, The Roku Channel brings Sunday morning MLB games to fans, blending traditional sports experiences with digital convenience.

Even traditional TV networks are embracing digital. Platforms like Hulu with Live TV and YouTube TV offer streaming access to live broadcasts from networks such as CBS, NBC, TNT, and TBS. Services like Paramount+, Peacock, and Max simulcast live sports events, giving cord-cutters access to everything from college football to March Madness. Notably, YouTube TV now houses the NFL’s Sunday Ticket, solidifying its place in the live sports ecosystem, while ESPN is preparing to launch a flagship streaming service in 2025.

Streaming isn’t just for mainstream leagues. Services like DAZN and ESPN+ cater to niche audiences, offering everything from boxing to second-tier college football games. These platforms expand the accessibility of live sports programming, capturing audiences beyond the reach of traditional TV.

Beyond the content, emerging technologies and trends are accelerating this shift. The widespread rollout of 5G has enhanced the reliability of streaming, ensuring that fans can enjoy live events on the go without buffering or lag. Meanwhile, social media platforms play a bigger role in live sports, with second-screen experiences—like live tweets, highlight reels, and behind-the-scenes coverage—becoming integral to how fans consume and interact with games.

As streaming becomes the default destination for live sports, it offers marketers a powerful way to reach engaged audiences. With platforms offering precision targeting, dynamic ad insertion, and real-time analytics, sports streaming redefines what’s possible in live sports advertising. The shift is here, and the opportunities are endless for brands ready to embrace it.

Why Live Sports Advertising Matters

Live sports have always held a special place in advertising, allowing brands to connect with audiences during high-energy, emotionally charged moments. But as the shift to streaming accelerates, the advantages of live sports advertising are becoming even more pronounced, particularly on digital platforms. 

Here’s why investing in live sports advertising matters more than ever:

Higher Viewer Engagement

Sports fans don’t just watch—they immerse themselves in the game. Unlike other types of programming, live sports capture undivided attention. Fans tune in to watch the action unfold in real time, meaning they’re less likely to skip ads or multitask during games. 

The shared excitement of a last-minute goal, a buzzer-beater, or a record-breaking play makes live sports a unique environment where ads are viewed as part of the overall experience. For brands, this translates into unparalleled levels of engagement, as fans remain highly receptive to messaging that aligns with the thrill of the game.

Loyal and Diverse Audience

Live sports bring together a uniquely loyal and broad audience. Fans follow their favourite teams and leagues year-round, creating consistent touchpoints for advertisers. Moreover, the audience is becoming more diverse and inclusive. 

Streaming platforms play a key role in this expansion, making live sports accessible to younger, tech-savvy viewers and underserved demographics who might have skipped cable TV altogether. 

Real-Time Adjustability

One of the most significant advantages of advertising on digital sports streaming platforms is real-time flexibility. Unlike traditional TV ads, which are locked in well in advance, digital ads can be adjusted on the fly. 

Brands can respond to unexpected game moments, breaking news, or even competitor activity with timely and relevant messaging. This agility allows advertisers to maximize impact and relevance, aligning their campaigns with the emotions and energy of live sports in real time.

Precision Targeting

The shift to streaming has unlocked a new era of data-driven advertising. Unlike the broad targeting of traditional TV, digital platforms enable advertisers to reach specific audiences with surgical precision. 

Streaming platforms leverage viewer data—such as demographics, location, interests, and viewing habits—to deliver ads tailored to the right audience at the right time. This level of personalization boosts effectiveness, ensuring that brands connect with fans who are most likely to engage with their message.

Connecting With the Modern Sports Fan: Audience Insights

Understanding the behaviours and preferences of sports fans is key to crafting impactful campaigns that resonate. Let’s look closer at who’s watching, how they’re engaging, and why they represent such a powerful advertising opportunity.

Diverse and Dynamic Demographics

The modern sports audience is as varied as the games they watch. Streaming platforms have made sports more accessible to younger viewers, who are often digital natives. Millennials and Gen Z make up a significant portion of the growing digital sports audience, with many opting for streaming over traditional TV.

Diversity is another hallmark of today’s sports fans. Women’s sports are gaining prominence, with more women tuning in to live sports than ever before. Additionally, international leagues and events—often showcased on streaming platforms—attract viewers from different cultural and geographical backgrounds, further broadening the audience for sports advertising.

Time Spent Watching

Sports fans are deeply engaged, often watching games from start to finish. Whether it’s a casual weekday match or a major event like the Super Bowl or World Cup, live sports hold audience attention in a way few other types of content can. This “appointment viewing” nature of live sports makes them a premium environment for advertisers, ensuring their messaging lands in front of highly engaged eyes.

Streaming also extends viewing time with pre- and post-game coverage, highlights, and behind-the-scenes content that fans consume on demand. Social media amplifies this engagement as fans discuss games, share clips, and interact with their favourite teams and players long after the final whistle.

The Growth of Sports Betting Interest

One of the fastest-growing trends among sports fans is the rise of sports betting. With legalization expanding in many markets, sports betting has become a major driver of engagement. 

Fans who bet on games are more likely to watch the events live and remain engaged throughout, tracking every play with heightened intensity. For advertisers, this creates an audience that is highly attentive and more likely to interact with ads that enhance their viewing and betting experience.

A Premium Audience for Advertisers

Diversity, loyalty, and engagement make modern sports fans an incredibly valuable audience. They’re not just passive viewers but active participants eager to connect with content that complements their passion for the game. 

Streaming platforms amplify this value, offering brands the tools to deliver personalized, interactive ads that align with the unique preferences of today’s fans.

For marketers ready to embrace the evolution of live sports advertising, the modern sports fan represents a golden opportunity to build brand loyalty, drive engagement, and achieve measurable results.

Strategies for Successful Live Sports Advertising Campaigns

Advertisers must approach their campaigns with precision and adaptability to capitalize on the unique opportunities presented by live sports streaming. Here are some strategies and best practices to help you succeed in this competitive yet rewarding space.

1. Leverage Quality Audience Data

The key to effective advertising in live sports lies in understanding your audience. Streaming platforms offer a wealth of 1st-party and behavioural data, allowing brands to identify key demographics, preferences, and viewing habits. Use this data to craft personalized messages that resonate with your target audience and maximize ROI.

2. Use Interactive and Engaging Ad Formats

Interactive ads, such as clickable overlays, polls, or gamified content, can transform a standard commercial break into an engaging experience. These formats align well with the energy of live sports, encouraging fans to actively engage with your brand without pulling them away from the game.

3. Optimize Frequency and Timing

Finding the right balance in ad frequency is crucial. Overexposure can lead to ad fatigue, while too few impressions might fail to make an impact. Strategically time your ads during high-attention moments—such as pre-game, halftime, or post-game—to ensure maximum visibility without overwhelming your audience.

4. Buy Event Packages

Instead of purchasing ads for individual games, invest in event or season-long packages. This approach secures consistent visibility across multiple high-profile games and positions your brand as a key player throughout the sports calendar. 

5. Send Creatives Ahead of Time

Send your ads well in advance of the event. Publishers typically require creative assets to be submitted early for approval and technical processing. Planning ahead avoids last-minute delays and ensures your campaign launches without a hitch.

6. Be Device Agnostic

Sports fans consume content across various devices—from TVs and laptops to smartphones and tablets. Your campaigns should be optimized for seamless delivery across all screen sizes and resolutions.

The Future of Sports Broadcasting and Advertising

The future of sports broadcasting is undeniably digital, with streaming platforms leading the charge into a new era of engagement, innovation, and opportunity. As live sports continue migrating to CTV and OTT platforms, the traditional model of sports broadcasting is being reimagined to meet the demands of a tech-savvy, diverse, and global audience.

For marketers, the rise of programmatic advertising will be at the heart of this evolution. Programmatic technology allows brands to use streaming platforms’ flexibility and precision. 

With real-time data and automation, advertisers can dynamically adjust their campaigns to respond to game developments, audience behaviours, and contextual relevance—all while optimizing for ROI. Imagine delivering a celebratory ad seconds after a game-winning play or targeting niche fan groups with hyper-personalized messaging during specific matchups.

For brands willing to embrace innovation and adapt to this shifting landscape, the future of sports broadcasting offers unprecedented opportunities to connect with audiences, drive engagement, and build lasting loyalty. 

The game is changing—don’t get left on the sidelines. 

Book a demo today to learn about available live sports streaming ad opportunities in StackAdapt.