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.

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 ...

Boise State women’s soccer, volleyball in action this week on YouTube ...

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 ...

TV sports programming content has surged 30% in viewing hours this year on YouTube versus 2023, according to a post by the video platform. The company did not disclose specific breakdowns for viewing ...

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 ...

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 ...

Since announcing new, cheaper plans back in February, YouTube TV has been slow to make those plans available to everyone. With the NCAA Tournament upon us, Google appears to have rolled out the Sports ...