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# World Cup livestreaming shows creators are eating live sports TV
- URL: https://fabric-media.ghost.io/world-cup-livestreaming-shows-creators-are-eating-live-sports-tv/
- Published: 2026-08-14T13:59:08.000Z
- Updated: 2026-08-27T00:47:47.000Z
- Description: World Cup Group Stage livestreams hit 1.1 billion hours, with YouTube taking 94.3% and Brazil’s CazéTV leading engagement. Sponsor chat mentions for Coca-Cola, McDonald’s and Hyundai show brands can now buy premium live sports reach outside traditional broadcast deals.
- Author: Fabric.Media Editorial
- Tags: Creators

**Why it matters.** Brands like Coca-Cola, McDonald’s and Hyundai gain a route to premium live sports audiences via creator chat sponsorships without buying traditional broadcast rights.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=fabric-media.ghost.io) *·* [*read the original*](https://www.emarketer.com/content/world-cup-livestreaming-shows-rise-of-creator-driven-sports-distribution?ref=fabric-media.ghost.io)*.*