YouTube TV expands its live sports lineup with ESPN Unlimited and a new NBCUniversal carriage deal. Marketers need to follow the audience where they're going.

The streaming service significantly expands its sports programming.

Sports executives are increasingly questioning whether YouTube wants to compete aggressively for premium rights, according to a new report, as the company appears more focused on creator-led sports ...

YouTube TV will offer a cheaper sports-focused package in 2026, which it can offer after tough negotiations with Disney and other media companies.

YouTube TV is attempting to make watching sports easier and cheaper. Chris McGrath / Getty Images YouTube TV will launch 10 genre-specific packages, including a YouTube TV Sports Plan in early 2026, ...

For sports fans looking to move on from cable without giving up live games, YouTube TV is one of the strongest live TV streaming options available. The service gives subscribers access to local ...

After months of build-up, YouTube TV’s new Sports and genre plans feel underwhelming. YouTube started hyping up these plans in December, promising cheaper bundles with fewer channels you don’t care ...

The NBA Finals just scored some of its biggest viewership numbers in decades, on both TV and social media, according to the league. Leagues and rights holders are increasingly using social media as a ...

Options for how to consume the NFL and other live sports are shifting in 2026. Kevin C. Cox / Getty Images YouTube TV announced the creation of a sports-focused monthly subscription plan that would ...

Roula Khalaf, Editor of the FT, selects her favourite stories in this weekly newsletter. YouTube users are watching sports on the streaming platform in rapidly growing numbers, according to its chief ...