Looper Insights Thanksgiving Report Reveals Which Sports and Streaming Events Dominated CTV During the Holiday Week

London – December 15, 2025 – Looper Insights, the leading CTV merchandising analytics platform, today released a new report, Thanksgiving 2025: From NBA to NFL – Who Won Streaming?, which examines connected TV visibility, platform merchandising and on-screen placement performance across top live sports and holiday entertainment during one of the most competitive viewing weeks of the year.

Thanksgiving remains a critical window for viewer engagement, with streaming services, studios, and sports leagues competing aggressively for visibility across major CTV platforms. The new Looper analysis reveals which content earned the most visibility based on Looper Insights Media Placement Value (MPV™) framework, which platforms delivered the highest promotional lift, and how league matchups and seasonal tentpoles performed across CTV devices.

“Thanksgiving week has become an annual streaming battleground, and visibility is now the defining advantage,” said Francesca Pezzoli, VP of Marketing at Looper Insights. “This report shows how live sports continue to dominate on CTV, and how device-specific merchandising determines which live events break through when audiences are paying the most attention.”

Key Findings of the Report:

• NFL dominates Thanksgiving again: NFL matchups continued to attract premium space across CTV interfaces, with the Kansas City Chiefs vs. Dallas Cowboys game promotions earning two of the three most valuable placements.
• NBA delivers its strongest Thanksgiving audience in years: NBA matchups averaged 2.19M viewers, marking the league’s best Thanksgiving-week performance since 2018 and signaling rising holiday momentum on Prime Video, Peacock and ESPN.
• UEFA expands US visibility: Paramount+ maintained consistent Champions League visibility across Roku, Samsung and Xumo, illustrating a growing holiday foothold for European club competitions in the US streaming landscape.
• Black Friday is now a CTV acquisition engine: Black Friday discount-led and bundle promotions for services including Disney+ and Hulu on Roku; STARZ on Fire TV; and Paramount+ on Vizio TV; achieved the highest visibility using premium placements and price messaging to capture high-intent audiences.

With live sports, tentpole premieres, and subscription offers all fighting for placement during Thanksgiving week, the difference between discovery and obscurity increasingly comes down to device strategy, platform prioritization, and placement type, not just audience interest or creative execution. To learn more, download the  Thanksgiving 2025: From NBA to NFL – Who Won Streaming?

Learn More

• Read the Thanksgiving 2025 press release – revealing which sports, streaming events, and Black Friday promotions dominated CTV visibility during the holiday week.

• Download the Thanksgiving 2025 report – From NBA to NFL: Who Won Streaming? – for a deeper look at platform performance, placement strategy, and on-screen visibility trends.