The holidays are no longer one long content season. They are a run of live moments, from Thanksgiving football to Christmas launches and Boxing Day. In 2025, live sport alone earned $20.7M in $MPV™ across major US CTV devices. $MPV™ is the dollar value of the placements a title gets on CTV: what it would cost to buy that placement. Looper Insights analysed the 2025 holiday window to find out which services owned those moments, and what it takes to win them.
The 2026 calendar brings the same live moments and seasonal launches back. The competition for screen space starts now.
Inside the Report
- Who Carries Live Sport – One service carried close to half of holiday live sport value. Who was it, and who is closing the gap?
- Live Sport Takes the Hero – Thanksgiving week and Black Friday put live events in top-scoring positions. Which moments earned them?
- The Christmas Creep – Holiday content builds far earlier than most expect. When does the window to own Christmas really open?
- The Holiday Gainers – Three streamers grew far faster than the market. What did they have on screen?
- What to Watch – Thanksgiving, Christmas Day and New Year’s Day return in 2026. Which storylines will shape the season?
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