EMARKETER features Looper Insights in its US Sports Converged TV Advertising 2026 forecast, drawing on findings from our “Who Will Control Sports Streaming in 2026” report.
The forecast cites Looper Insights data showing that 39% of US sports streaming industry professionals believe reach and scale will be the most important factor in the next rights negotiation cycle – more than double the 18.8% who prioritised size and certainty of rights fees. The finding points to a structural shift in how the industry is weighing up what makes a distribution partner valuable.
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- EMARKETER – US Sports Converged TV Advertising 2026
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