YouTube launches destination & CTV ads for Sports content

YouTube Sports ads

YouTube is leveraging the growing shift of Sports audience from cable television to connected-TV by introducing a new personalized destination for Sports content on YouTube and developments for advertising capabilities with CTV ads.

The takeover of streaming platforms on linear TV advances further with the launch of YouTube Sports. The extension of Sports content beyond the game will also be tapped with immersive content in digital video format.

YouTube Sports

The platform has revamped the original sports experience and launched an improved version for sports fans – Match highlights, clips, exclusive live games, and premium content from athletes and creators, can be accessed here. Content from leagues around the world would be available at this destination.

YouTube Sports compiles all sports-related content in one tab that can be accessed by clicking the Explore tab on mobile devices or from the left sidebar on the desktop, it will also soon be available for TV. NFL, LaLiga, MLB, NBA, and WWE, are a few of the leagues whose content would be available here.

The upgrade has been designed to facilitate the growing popularity of Sports content on both ends – creation, and consumption. YouTbe mentions the number of hours of Sports-related videos uploaded to YouTube in the US grew by over 40% year over year.


Advertisers can tap the digital-first sports fans, through YouTube Select’s connected TV (CTV) lineup that has been expanded now. It would be available in markets beyond the US such as India, Australia, Japan, and Canada in 2021.

Brands and advertisers would have the capability to align CTV ads with Sports content on TV screens across both YouTube and YouTube TV apps. The newly launched CTV offering as a part of YouTube Select also includes beauty and fashion, entertainment, music, and more categories apart from Sports.