From Highlights to Creators: How the sports industry is innovating on YouTube

Jonny Keogh, UK&I Sports Lead at YouTube joins Andy and Charlie on the Sports Loft podcast. Having previously worked at Sky, Jonny now helps major rightsholders and sports creators make the most of YouTube. So we wanted to dig into what’s coming from YouTube, who is being really innovative in their use of the platform and get some specific examples of how teams are using it to drive revenue. Some of the topics we discuss include: Has YouTube become THE destination for highlights? How are rightsholder’s monetising their content, but also how are they incorporating YouTube into their sponsorship conversations? How are YouTube Channel Memberships being used by some clubs as an extension of their OTT platforms? And in some cases could it be a more cost-effective alternative? Should creators be viewed differently now that much of the output is almost broadcast quality in terms of the production and storytelling? And which teams and broadcasters are working with them well? With athletes such Jude Bellingham becoming creators – how are they developing different content formats and commercialising their own YouTube channels? What benefits are rightsholders and broadcasters seeing from having live games on the platform? Where is AI being used in the YouTube platform to create new content and commercial opportunities?