Advertisers should prepare for more sports streaming evolution in 2025
Illustration by Dave Cole / Getty / Shutterstock / The Current
The world of sports streaming is poised for transformative changes in 2025, driven by technological advancements and shifting generational audience expectations. This evolution is not just about how games are watched; it's about how fans engage, interact, and connect with their favorite teams and players.
For brands, these changes present both challenges as well as unprecedented opportunities.
Growing adoption of DTC sports streaming
In 2024, we witnessed a surge in sports organizations embracing direct-to-consumer (DTC) streaming platforms. Teams from the NBA, NHL, and NFL have already started leveraging DTC strategies to reach fans directly, bypassing traditional broadcast channels or large digital social platforms. This shift isn’t confined to the U.S. European soccer clubs, tennis tournaments, and other leagues and federations are exploring similar models. These deals have so far been limited to certain games or certain regions, but we expect this trend to grow in 2025.
The DTC model empowers organizations to control their content, engage superfans and experiment with innovative formats tailored to niche audiences. For advertisers, DTC platforms offer an opportunity to target viewers with hyper-relevant ads, backed by rich first-party data. This data-driven precision could redefine sports advertising, allowing brands to create personalized, meaningful connections with their audience.
AI enhancing fan engagement
Artificial intelligence is already reshaping the DTC streaming landscape, and its role will only grow more prominent in the coming year. From personalized content recommendations to AI-driven marketing campaigns, the possibilities are vast.
Imagine an AI trained and customized for sports fans — a virtual assistant capable of providing real-time stats, answering questions about a team’s history, or even facilitating interactive fan discussions. Such innovations could fundamentally change how fans consume content, allowing for deeper engagement and a more customized viewing experience.
For advertisers, AI opens doors to creating immersive ad experiences. For instance, interactive ads tailored to individual viewer preferences or AI-generated brand integrations within the stream itself. This level of personalization can not only enhance engagement but could also help ensure a higher ROI for ad campaigns.
Authentic, real-time content deepens fan loyalty
The transition from traditional broadcasts to livestreaming is more than just a change in medium; it’s an opportunity to redefine the fan experience. However, many platforms are still in essence offering linear TV experiences on digital channels and have yet to fully capitalize on this potential.
The future of sports streaming lies in blending premium coverage with authentic, behind-the-scenes content. Athletes and influencers are engaging fans in real time through storytelling and personality-driven interactions. A standout example is the Paris Athlete Moment project during the Olympics, where athletes shared real-time, unscripted content directly with fans — including a real-time wedding proposal that went viral and captivated audiences globally.
This format unlocks opportunities for native advertising that feels organic and engaging. Whether it’s a behind-the-scenes segment sponsored by a brand or live interactive polls tied to company messaging, authentic, real-time content deepens fan loyalty while embedding brands in moments that matter.
The sports streaming turning point
The year 2025 marks a turning point in sports streaming, driven by the growing adoption of DTC models, AI-powered fan engagement, and the rise of authentic, real-time content. For advertisers, this is a call to action: to embrace innovation, experiment with new formats and forge deeper connections with sports fans worldwide.
As the industry evolves, one thing is certain — those who adapt and innovate will be the ones to thrive in this dynamic new landscape.
This op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. The appearance of the op-ed on The Current does not constitute an endorsement by The Current or The Trade Desk.