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Why advertisers still snub YouTube despite its TV-sized reach

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.

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 · John Cassillo · read the original.

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