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5d ago

YouTube Unveils NFL Streaming, Shoppable TV Ads, and Creator Bingeable Content at Brandcast

The platform expands its TV-focused features with exclusive global NFL streaming, interactive CTV shopping, and creator-organized shows for big-screen audiences.

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Overview

  • YouTube will exclusively stream the NFL's first Friday game of the 2025-26 season from São Paulo, Brazil, for free worldwide, marking its debut as a live NFL broadcaster.
  • A new interactive shoppable connected TV (CTV) product feed will allow viewers to browse and purchase items directly from their TVs using QR codes or send-to-phone functionality.
  • Creators can now pilot a feature to organize content into seasons and episodes, offering a bingeable TV-like experience on YouTube, with hundreds expected to participate this summer.
  • YouTube introduced sponsorship packages for advertisers to align with major cultural events like the Oscars, Emmys, Black Friday, and the PGA Championship.
  • Nielsen data confirms YouTube's dominance as the top streaming platform on U.S. TV sets for over two years, surpassing Netflix, Disney+, and Prime Video in watch time.