What YouTube's streaming of MLB games means for live sports

Plus: How Best Western leveraged loyalty and refined messaging to attract today’s travelers April 20, 2022 [YouTube will stream 15 MLB games, further fracturing live sports]( YouTube has renewed a deal with the MLB to stream 15 regular-season games beginning in May, making it the latest digital video service to enter the scramble for live sports streaming rights. YouTube often goes unmentioned in the whirlwind of exclusivity deals and M&A that’s dominated the streaming industry lately, but it’s still one of the most-watched video services out there. The race to claim exclusive sports streaming rights has led some sports leagues to become increasingly fractured across services, which could lead to consumer discontent down the line. It makes sense for the MLB, which is dealing with declining viewership, to shop around streaming rights to several platforms in the hopes of seeing which drives the most new viewers. But if you’re a die-hard MLB fan, that means you now have to have an Apple TV Plus, Amazon Prime Video, and Peacock subscription in addition to other broadcasting services to watch every game in the season. YouTube is offering its 15 games for free, but there’s no guarantee it won’t eventually paywall access. [Read the full article.]( [New Report Preps Brands for Back-to-School Season]( Our new back-to-school report presents data-driven insights, a demographic analysis of the Gen Z and Gen Alpha cohorts and a top-of-class Purell® case study to help brands study up for a successful season. [Download Now!]( ADVERTISEMENT [How 3M engages B2B buyers on their path to purpose]( 3M’s Transportation and Electronics Business Group (TEBG) leverages mixed reality alongside industry expertise to support an integrated customer experience. Learn from 3M’s Milena Oliveira, senior vice president and CMO, TEBG, as she discusses how immersive technologies are reimagining what’s possible in the B2B space. Industry Voices: CMOs Look Ahead is made possible by Oracle Advertising and Customer Experience.[Watch Now.]( [Webinar: The High Value of TV-Driven Consumers]( New privacy rules have changed how marketers learn about and reach their targets. Hear how first-party data sourced from TV advertising can help you optimize campaigns. Join this live eMarketer Tech-Talk Webinar, presented by Marketing Architects, and learn best practices from brands. [Register Now]( ADVERTISEMENT [Brand Anatomy: How Best Western leveraged loyalty and refined messaging to attract today’s travelers]( Briefings director Jeremy Goldman sits down with Dorothy Dowling, CMO of Best Western, to discuss the changing needs of today’s travelers given rising inflation and pent-up post-pandemic demand, and the importance of loyalty programs to better serve customers.["Behind the Numbers" is made possible by mParticle. Listen in.]( [Podcasts will make up nearly 20% of Spotify’s US ad revenues by 2024]( Podcasts have Spotify seeing dollar signs. The company’s US podcast ad revenues will hit $191.9 million in 2022 and cross the $400 billion mark in 2024, with growth well into the double-digit percentages. The format will also make up an increasing share of Spotify’s overall ad revenues: 16.7% of its $1.15 billion in US ad revenues this year, before growing to 19.4% in 2024.[Go beyond the chart.]( [Advertisement][Advertisement] ©2022 Insider Intelligence, 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence, Inc. Email sent to: {EMAIL} [Unsubscribe]( | [Change email address]( | [Update preferences]( | [Advertise]( | [Privacy Policy]( If you cannot view the HTML newsletter, please [read it in your browser here](.