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Startup streaming services have quickly scaled and acquired streaming rights for several major properties.

According to a new WARC report, traditional sports media is being upended by new digital entrants and social media firms like Facebook. The increased media fragmentation has diminished the traditional role of live sports to deliver a large-scale reach and subsequently increased bidding wars around distribution rights.

Streaming services like DAZN and kayo have quickly acquired streaming rights for numerous major sports events. Christopher Vollmer, managing director of MediaLink says the growth and consumption of sports content are occurring “outside the traditional pay-TV ecosystem”.

These opportunities could help brands work together with media partners, right holders and athletes on fresh formats and increase engagement and awareness. Advertisers can further spend more of their sports video spend on OTT and other connected environments.

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