NFL’s Latest Streaming Deal: Google, YouTubeTV and YouTube Primetime

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NFL’s Latest Streaming Deal

To wrap up 2022 with a bang, the NFL announced a multi-year agreement with Google last month, granting YouTube TV and YouTube Primetime Channels exclusive distribution rights for the NFL Sunday Ticket to consumers in the U.S., starting with the 2023-2024 season. By comparing NFL’s broadcast deals, we can begin to predict which brands will likely buy into this blockbuster partnership.

The league currently partners with three streaming platforms: Paramount Plus, Peacock, and Amazon Prime Video. With 14 brands buying digital assets across all three, we can expect some of these brands and categories to also invest in its YouTube deal.

Brands that currently advertise across all three of NFL’s three streaming partners:

  • FanDuel
  • State Farm
  • Little Caesars Pizza
  • Airbnb
  • VISA
  • Apple
  • Google Pixel
  • Burger King
  • NerdWallet
  • Chipotle
  • Toyota
  • DirecTV
  • Dove
  • GEICO

Most active brand categories:

  • Financial
  • Quick Serve Restaurants
  • Auto
  • Media
  • Insurance
  • Consumer Products
  • Retail
  • Technology
  • Consumer Electronics
  • Healthcare

The Prediction:

A deal with YouTubeTV gives brands a unique opportunity to reach a younger audience of NFL fans. According to a December 2022 survey by Morning Consult, YouTube is the #1 source of sports news for Gen Zers at 31%, vs. 21% of all U.S. adults. We expect current NFL broadcast partners that already target a younger audience to follow suit on YouTubeTV. In this first season of Amazon Prime Video’s “Thursday Night Football” streaming partnership, viewership in the prized 18-to-34 demographic was up 11% over TNF the previous season.

Will brands that target younger audiences and currently spend on Fortnite, Roblox, Decentraland, and other emerging platforms also invest in the NFL’s YouTube deal? Time will tell. Meanwhile, last month the NFL continued its own metaverse exploration with the launch of NFL Zone, a dynamic interactive fan experience built in Fortnite Creative.

Brands targeting younger audiences on emerging platforms:

  • Oral B
  • Xbox
  • Doritos
  • Axe
  • Fall Guys
  • Marvel Entertainment
  • Nerf
  • Chipotle
  • Warner Bros

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David Keech
Author: David Keech

David Keech is a math teacher in Wisconsin Rapids and public address announcer for Abbotsord High School. He officiates basketball, baseball, and softball in central Wisconsin. He has reported on amateur sports since 2011, known as 'KeechDaVoice.' David can be reached at [email protected]