"Eager to reach younger generations who watch content creators on YouTube, TikTok and Twitch more than traditional television, powerful sports leagues have opened the floodgates. In September, YouTube aired an NFL game in Brazil that included MrBeast; some of his 469 million subscribers watched him shoot a fan out of a cannon. In January, the NBA partnered with Mark Phillips, a popular personality on Twitch, to livestream a game courtside."
"Sports leagues command billions of dollars for the rights to broadcast or stream games because of their unique communal draw in a fractured media ecosystem. But to expand an audience that was raised on social media, they are freely granting content creators access to marquee moments."
"This is the future. It gets to a point to stick to the old traditional ways. You've got to move with the new internet ways. - IShowSpeed, 51 million YouTube subscribers who partnered with YouTube on its NFL game in Brazil."
Sports leagues including the NFL, NBA, Kentucky Derby, and Masters are increasingly collaborating with popular content creators like Jesser, MrBeast, and IShowSpeed to engage younger audiences. These creators, with tens to hundreds of millions of subscribers on YouTube, TikTok, and Twitch, are granted exclusive access to major sporting events to produce engaging content. The NFL aired a game in Brazil featuring MrBeast, the NBA partnered with Twitch streamers for courtside coverage, and the NBA All-Star Game provided behind-the-scenes access to Jesser. This strategy reflects leagues' recognition that traditional television viewership is declining among younger demographics, and that social media platforms now dominate how young people consume entertainment and sports content.
Read at Miami Herald
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