Why sports are doubling down on YouTube

With more than 2 billion daily users and 40 billion hours of sports content watched annually , YouTube has become a major destination for sports highlights, creator watchalongs and, increasingly, live sport. In this episode, we revisit an interview from the SportsPro Media Summit in Madrid, where SportsPro head of editorial Sam Carp sits down with Jonny Keogh, YouTube's head of UK sports , to discuss how leagues, teams and rights holders are using the platform to expand their reach and monetise audiences. Keogh outlines what a "good" YouTube strategy looks like today, how competitions like the Women's Super League have used the platform to build audiences and attract sponsors, and whether some properties should even use it as their primary distribution channel. 📩 Got questions for future episodes? Email us at: editor@sportspromedia.com 🎧 Don’t forget to check out SportsPro’s other podcasts: StreamTime Sports, Mics Out, and New Era. OUR SOCIALS: Newsletter: YouTube: Instagram: LinkedIn: TikTok:

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Why sports are doubling down on YouTube is an episode from SportsPro Podcast by SportsPro.

This episode is 00:29:43 long.

This episode was published on Mar 12, 2026.

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