The Varsity YouTube’s Sports Takeover & More ’26 Predictions
Dec 31, 2025
Michael Nathanson, a media analyst and founder of MoffettNathanson, shares insights on the evolving sports media landscape. He discusses YouTube's expansion into sports streaming and how traditional players like ESPN can adapt. Nathanson highlights the importance of smaller, focused bundles for consumers and predicts the implications of potential mergers, like Netflix and Warner Bros. Discovery, on sports rights. He emphasizes that YouTube will be a key player in 2026 for premium sports distribution, changing how fans engage with live events.
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Bundling Can Slow Cord Cutting
- Charter's new bundle and YouTube TV's growth combined produced the best pay-TV quarter in years.
- Smart skinny bundles focused on broadcast, sports, and news can meaningfully slow cord-cutting.
Consumers Want Lean Live Packages
- Consumers mainly want live sports, live news, and broadcast, not massive 100-channel bundles.
- A leaner package with core live content better matches modern demand and reduces churn.
Offer Bespoke Marquee Packages To Streamers
- Leagues should offer Netflix bespoke marquee-event packages rather than regular-season windows.
- Test unique, high-profile bundles (best games or special events) to attract streamers like Netflix.