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# Why advertisers still snub YouTube despite its TV-sized reach
- URL: https://fabric-media.ghost.io/why-advertisers-still-snub-youtube-despite-its-tv-sized-reach/
- Published: 2026-08-27T22:05:52.000Z
- Updated: 2026-08-27T22:05:52.000Z
- Description: Tubular Labs data shows sports made up just 6% of U.S. YouTube views in 2026, even with the World Cup and Winter Olympics airing, and nearly two-thirds of those sports videos ran under one minute long.
- Author: Fabric.Media Editorial
- Tags: Streaming, AI, John Cassillo

**Why it matters.** If YouTube lands long-form live rights as MLB, MLS, NHL and NFL packages come to market, advertisers gain a new pool of premium, targetable live sports inventory they currently can't buy there.

*Signal from* [*TVREV*](https://tvrev.com/?ref=fabric-media.ghost.io) *·* [*John Cassillo*](https://fabric-media.ghost.io/tag/by-john-cassillo/) *·* [*read the original*](https://www.tvrev.com/news/tube-trends-sports-can-super-charge-youtubes-tv-pitch?ref=fabric-media.ghost.io)*.*