YouTube is expanding its dominance in media by partnering closely with the NFL to stream exclusive games, while also growing scripted content and creator-driven entertainment, signaling a transformative shift in how audiences consume TV and sports.
YouTube CEO Neal Mohan and NFL commissioner Roger Goodell highlighted an evolving partnership between the tech giant and the league at a September 21 game at Levi’s Stadium. Mohan emphasized YouTube’s commitment to doubling down on exclusive NFL games, building on the platform’s pioneering broadcast of a September 5 NFL game in Brazil.
Goodell confirmed YouTube is “absolutely” in a strong position to carry exclusive NFL broadcasts moving forward, underscoring the platform’s growing significance in live sports streaming alongside its existing $2 billion NFL Sunday Ticket deal. Meanwhile, YouTube creators like sports influencer Jesse “Jesser” Riedel are increasingly prominent, blending traditional sports audiences with online communities.
YouTube’s journey from a user-generated video site to a cultural behemoth continues as its viewership on TV sets surpasses mobile in the U.S. Bringing together storytelling and technology, Mohan underlines the platform’s role in helping creators build audiences and businesses, having paid out over $100 billion to creators and media partners over four years.
The platform is reshaping TV genres, including late-night shows, sports commentary, and scripted content, with creators driving new forms of entertainment. Scripted content creators like Dhar Mann and Kinigra Deon are expanding production beyond Los Angeles, signaling a geographic and economic shift in entertainment.
Despite challenges like monetization and audience perception, YouTube’s advertising revenue topped $36 billion in 2024 with continued growth expected. The partnership with the NFL exemplifies how YouTube merges creator culture with mainstream sports, aiming to attract younger, diverse audiences and shape the future of broadcasting.
As Mohan says, “There’s only one YouTube,” a platform evolving from user clips to a dominant force in global TV culture and sports.
READ MORE AT HOLLYWOOD REPORTER