Media Play News features a new article by Francesca Pezzoli, VP of Marketing at Looper Insights, exploring how February 8 may mark a turning point for live sports on streaming.

The article focuses on Peacock’s upcoming broadcast of both Super Bowl LX and the 2026 Milano Cortina Winter Olympics on the same day – a convergence that places unprecedented pressure on streaming delivery, discovery, and execution. While live sports have steadily migrated to streaming, this moment represents a high-stakes test of whether platforms can meet audience expectations at the very top end of scale.

Francesca examines how Connected TV has become the primary battleground for attention, with home-screen visibility, discovery flows, and device-level execution increasingly determining success. As the article outlines, winning live sports on streaming is no longer just about securing rights – it’s about owning the digital shelf across CTV platforms where viewers make their viewing decisions.

A big thank you to the Media Play News editorial team for featuring this perspective and continuing to spotlight how discovery and execution are reshaping the future of live sports streaming.

👉 Read the full article: Super Bowl LX, 2026 Winter Olympics, and the New Battleground for Live Sports by Francesca Pezzoli