At its annual Upfront event, YouTube unveiled strategies to capture more TV advertising dollars by expanding its deal with the NFL, including exclusive streaming of the league's first Friday game of the 2025-2026 season. The platform aims to transform how content creators reach audiences by organizing their videos into bingeable TV series. YouTube also emphasized new advertising features, such as shoppable TV, that cater to significant cultural events, reinforcing its position as a new-age television option, not just an online video platform.
Notably, the Google-owned video service is expanding its relationship with the NFL and plans to exclusively stream the NFL's first Friday game of the 2025-2026 season.
A new feature being offered to select creators in the pilot program will allow them to organize their content into seasons and episodes - just like a "real" TV show.
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