NEW YORK — YouTube is accelerating its push to become the dominant destination for live sports after striking major agreements with Disney’s ESPN and NBCUniversal, moves that could further consolidate sports audiences—and advertising revenue—on a single platform.
The deals strengthen YouTube TV’s sports portfolio while highlighting a broader shift in the U.S. media industry, where streaming platforms are increasingly replacing traditional pay-TV as the primary home for premium live sports.
ESPN integration brings Disney’s streaming strategy to YouTube
Under the new agreement, ESPN Unlimited, Disney’s direct-to-consumer sports service, is now available directly through YouTube TV. Subscribers can also link their YouTube and ESPN accounts, creating a more integrated viewing experience.
The partnership completes a carriage agreement reached between Google and Disney following months of negotiations and reflects Disney’s strategy of making ESPN available across multiple digital distribution platforms.
NBCUniversal expands partnership
YouTube also reached a long-term carriage renewal with NBCUniversal.
Beginning in 2027, Peacock will be included with YouTube Premium, while NBC Sports will produce select marquee live sporting events for YouTube. The agreement further expands YouTube’s portfolio of premium sports properties, which already includes access to many of the biggest U.S. leagues.
Together, ESPN and NBC Sports control rights to competitions including the NFL, NBA, MLB, Premier League and the Olympic Games, giving YouTube TV one of the broadest live sports offerings in the market.
Live sports become the industry’s biggest battleground
The agreements underscore how live sports have become the most valuable asset in the streaming era.
Unlike entertainment programming, live sports continue to deliver large audiences at scheduled times, making them one of the few remaining products capable of consistently attracting premium advertising rates.
As traditional cable television continues to lose subscribers, technology companies are racing to become the primary gateway for live sports consumption.
YouTube closing in on pay-TV leadership
Industry estimates suggest YouTube TV has surpassed 10 million subscribers, positioning it to become the largest pay-TV distributor in the United States as early as next year.
That would see YouTube overtake traditional cable operators including Charter Spectrum and Comcast, both of which have continued to lose linear television subscribers.
The platform’s overall scale is even more striking. According to Nielsen’s The Gauge, YouTube accounted for 13.8% of all U.S. television viewing in May, comfortably ahead of Netflix.
Earlier this year, media research firm MoffettNathanson estimated YouTube generated approximately $62 billion in revenue during 2025, making it the world’s largest media business by revenue—surpassing Disney’s media operations.
Why advertisers are paying attention
For marketers, the significance extends well beyond additional sports rights.
By bringing premium sports broadcasts, creator content and connected user accounts into the same ecosystem, YouTube is narrowing the gap between traditional television advertising and digital video campaigns.
The ability for subscribers to connect their ESPN and YouTube accounts also strengthens Google’s first-party data ecosystem, creating new opportunities for more targeted and measurable advertising.
The bundle returns—this time through streaming
Ironically, the streaming revolution is beginning to resemble the cable bundle it once sought to replace.
YouTube TV’s base subscription now costs $82.99 per month, while the platform also offers lower-priced sports-focused packages that include ESPN and NBC programming.
Rather than eliminating bundled television, streaming companies appear to be rebuilding it in digital form—with live sports serving as the primary driver of subscriber growth and retention.
As media companies prepare for the next wave of sports rights negotiations, YouTube’s latest agreements suggest the competition is no longer simply about acquiring content. Increasingly, the battle is about becoming the platform where fans watch the games, creators discuss them and advertisers invest their budgets.