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Sports Studio has partnered with TheSoul Group to bring its Free Live Sports platform to YouTube, extending one of the largest free, ad-supported live sports destinations in the US beyond connected TV and into social video. The collaboration aims to grow audience reach and unlock new monetisation opportunities by meeting fans where they already consume content.
The move will make live and on-demand sports programming available on YouTube, complementing Free Live Sports’ existing distribution across connected TV platforms. The service currently aggregates more than 125 live sports channels, covering both mainstream and niche sports, all available free of charge.
As viewing habits continue to evolve, YouTube has become an increasingly important destination for sports audiences, particularly on connected TVs. By expanding beyond traditional FAST platforms, Sports Studio is positioning itself to capture larger audiences while creating new advertising and sponsorship opportunities.
For TheSoul Group, the partnership leverages its expertise in creator ecosystems, audience engagement and platform optimisation to help accelerate the growth of Free Live Sports across YouTube and other social video platforms. The agreement reflects the growing convergence of FAST television, social media and streaming as sports distributors seek wider reach and stronger viewer engagement.
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