March Madness & The Streaming Revolution: Will College Hoops Go All-In on CTV?

Live Sports is Moving to Streaming – Is March Madness Next?

The way we watch live sports is changing fast. Traditional TV networks are losing ground as more major sporting events migrate to streaming platforms. With the Super Bowl, NFL Thursday Night Football seeing streaming viewership gains, and Netflix entering the live sports arena, streaming is proving to be the next frontier for sports broadcasting.

This shift raises the big question: Will March Madness fully embrace streaming, and how could that benefit advertisers?

The Rise of Live Sports Streaming

The shift from cable to Connected TV (CTV) and streaming platforms has been accelerating.

Super Bowl LIX: A Record-Setting Streaming Event

• 126 million viewers tuned in, making it the most-watched Super Bowl ever
• Tubi’s free live stream alone drew over 13 million viewers
• Advertisers saw higher engagement on streaming vs. linear TV

(Viant: Super Bowl Streaming Trends)

Streaming is becoming a preferred choice for sports fans, offering flexibility, interactive features, and a more personalized viewing experience.

Netflix & The Future of Live Sports on Streaming

Even Netflix, which long resisted live sports, has entered the game—signing deals for WWE events and exploring Formula 1 live coverage. If a platform built on binge-watching sees potential in live sports streaming, it’s clear where the industry is headed.

(Viant: Netflix Live Sports Streaming)

Would March Madness Thrive on Streaming?

The Case for CTV & Digital Streaming

• Younger Viewers Prefer Streaming – Sports fans 18-34 are twice as likely to stream live sports vs. older demographics
  (Nielsen: Streaming & Live Sports)
• More Access for Fans – A streaming-first model could expand March Madness to global audiences
• Ad Innovation & Personalization – AI-powered ad targeting can improve engagement vs. generic TV commercials

(Viant: Live Sports & CTV in 2025)

Streaming won’t replace traditional TV overnight, but hybrid models (like Amazon Prime’s exclusive Yankees games) prove that sports leagues are actively shifting to streaming-based distribution.

(Reuters: Amazon’s Exclusive Yankees Deal)

Advertising in the Streaming Era: Why It’s a Game-Changer

For advertisers, March Madness on CTV could unlock huge opportunities:

1. Targeted Ads Based on Viewer Data

Unlike traditional TV, programmatic CTV advertising allows brands to target audiences based on demographics, interests, and viewing behavior.

2. Interactive & Shoppable Ads

Streaming offers engaging ad formats, like shoppable ads, clickable overlays, and real-time fan polls, creating a more immersive ad experience.

3. Performance-Based Campaigns with Real-Time Analytics

With CTV advertising, brands can measure:
✔ Ad engagement (view-through rates)
✔ Cross-device attribution (how many viewers visit a website or make a purchase)
✔ Incremental lift (the direct impact of an ad on user behavior)

For brands investing in sports sponsorships and digital advertising, March Madness shifting to streaming could mean better ROI, better measurement, and higher engagement.

Final Thoughts: Will March Madness Go All-In on Streaming?

The move to CTV appears inevitable for live sports. The NFL, MLB, and NBA are already adapting—March Madness is next in line.

For advertisers, this shift presents an unprecedented opportunity:
✔ Better audience targeting
✔ Interactive, data-driven ads
✔ Real-time campaign analytics

As more sports events stream online, digital advertisers must adapt to this new landscape. The question isn’t if March Madness will shift to streaming—it’s how quickly it happens.

🚀 Want to maximize your digital ad strategy for live sports? Learn how Viant’s CTV advertising solutions can help.