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World Cup livestreaming shows creators are eating live sports TV

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.

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 · read the original.

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