Ad TechIndustry TrendJune 8, 2026

Soccer Content Acquisitions Shift to Streaming as Monetization Improves

Soccer content is experiencing significant growth on FAST platforms, driven by advancements in ad-stitching technology and increased sponsor demand for streaming advertising inventory. Streaming platforms are now acquiring 38% more soccer rights, while broadcast networks' acquisition is down 15%, due to factors like improved monetization capabilities and the higher data value of streaming viewers. This shift is enabling soccer to be fully sustained on streaming through a multi-faceted digital revenue stack.

Key Takeaways

Streaming platforms increased soccer rights acquisitions by 38%, while broadcast networks decreased by 15%.
FIFA+ launched on Samsung TV in 2023, initiating a larger presence for soccer on FAST platforms.
Ad-stitching technology has matured, enabling better monetization and driving rights acquisition for streamers.
Nearly 75% of kit and stadium sponsors now include clauses demanding streaming inventory, acknowledging audience migration.
The data value of a streaming viewer is $2 to $4 more per CPM than a traditional viewer.

Why It Matters

The migration of soccer rights to streaming platforms, fueled by advanced ad tech and sponsor demand, signifies a critical inflection point for live sports monetization. This trend validates the premium value of streaming audiences and their associated data for advertisers, putting pressure on linear broadcasters to re-evaluate their sports content strategies. We should monitor how evolving ad-tech solutions continue to close the CPM gap between FAST and traditional broadcast, and observe the specific ad products and targeting capabilities that emerge around major live sports events, particularly the 2026 FIFA World Cup, to see if monetization fully delivers on its promise.

Additional Context

The growth of sports content on FAST platforms, particularly soccer, aligns with broader industry trends and technological advancements. According to Sports Video Group (March 2026), while sports viewership on FAST is currently a small percentage of overall viewing, it is growing, with Amagi data indicating a 30% year-over-year uptick in FAST sports content. This growth is also enabled by improved monetization capabilities, with ad-stitching technology playing a key role, as demonstrated by Yospace surpassing 11.6 billion ads stitched in a single month in April 2026, a 35% increase year-over-year due to a busy global sporting calendar.

The 2026 FIFA World Cup is a significant event driving innovation in live sports streaming monetization. Magnite's March 2026 report outlines how programmatic infrastructure, including its Live Stream Acceleration (LSA) technology and Live Scheduler tool, is being configured to handle the demands of large-scale live soccer streaming. LSA aims to manage surges in ad requests during audience spikes, while Live Scheduler provides a standardized format for organizing live event details, making campaign activation and performance measurement easier. PubMatic also launched its AI-powered Live Sports Marketplace in July 2025, enabling advertisers to target specific game moments across streaming platforms in real-time.

Broadcasters are also adapting their strategies to bundle TV and digital offerings. For example, Zee Entertainment (June 2026) is offering combined TV and Zee5 packages for its FIFA World Cup 2026 sponsorship slabs, including entitlements for CTV pause ads and platform branding. Performance marketing platforms like Starti AI (June 2026) are emphasizing outcome-based pricing for CTV ads during the World Cup, where advertisers pay only for verified app installs or sales conversions, leveraging Dynamic Ad Insertion for geo-targeted and real-time ads during critical game moments. This indicates a growing focus on demonstrable ROI for advertisers investing in live sports streaming.

Read full article at streamingmedia.com