The Future of Live Streaming: Are We Missing an Opportunity?

_{Estimated reading time: 3 minutes}

The consumption of audiovisual content is evolving rapidly, and ad-supported free streaming (AVOD) is establishing itself as a viable alternative to traditional television. In the U.S., platforms such as Tubi have shown that the FAST (Free Ad-Supported TV) model can attract massive audiences, as we saw during the last Super Bowl. Meanwhile, in Spain, the model for broadcasting sporting events continues to rely on pay platforms and traditional operators, with no major changes to their strategy.

Tubi and the Super Bowl Case in the U.S.

The biggest sporting event of the year in the U.S., Super Bowl LVIII, broke streaming viewership records. Tubi, a free, ad-supported streaming platform, reached 13.6 million viewers, making it the most-watched broadcast in its category. In total, the event drew more than 23 million viewers on digital platforms, making it the most-watched streaming event in U.S. history.

Fox, the owner of Tubi, chose to stream the game through its FAST platform, expanding its reach to an audience that is already accustomed to consuming digital content at no cost. This success reinforces the trend that major sporting events can thrive outside the traditional subscription model, provided they have a well-defined advertising strategy.

Spain: A Model Resistant to Change

While free streaming is on the rise in the U.S., major sporting events in Spain remain tied to traditional broadcasters. In 2024, the Super Bowl was available only on Movistar Plus+ (pay-TV channels) and NFL Game Pass (via DAZN, with a subscription), with no free viewing options.

The same is true for other global events: the Champions League is still exclusive to Movistar+, LaLiga is available on DAZN and Movistar, and Formula 1 can only be viewed with a subscription to DAZN F1. Meanwhile, we’re watching as platforms like Tubi, Pluto TV, and The Roku Channel are exploring free, ad-supported models to attract larger audiences, and we wonder: Is that the way forward?

What are we missing out on?

The success of free streaming in the U.S. shows that this model can be a viable and profitable option thanks to new advertising channels and the effective use of first-party data. In Spain, for now:

• Most major sporting events continue to be distributed primarily through pay-TV platforms, which can limit their potential reach to new audiences.

• Brands could take advantage of additional opportunities to connect with new viewers through alternative models, such as free, ad-supported platforms.

• The FAST (Free Ad-Supported Streaming TV) model is still in its early stages, although its success in other markets suggests it has interesting potential to complement current content distribution models.

The Future of Live Streaming in Spain

For the free, ad-supported streaming model to take hold in Spain, it is essential that platforms and advertisers change the way they approach digital consumption. Although interest in streaming content continues to grow, there is still room to boost its impact on sporting events and live broadcasts.

Some of the key factors for driving this change include:

• A greater focus on FAST platforms, which allow premium content to be offered at no cost to the user.

• Innovative monetization strategies based on targeted advertising and the value of first-party data.

• Partnerships between platforms and sports event organizers to expand access and maximize advertising impact.

Spain has made significant progress in the digitization of entertainment, but there are still opportunities to diversify distribution models and adapt to new forms of consumption. While other markets are experimenting with more accessible formats, the subscription model continues to dominate here.

Are we ready to explore new distribution channels, or will we continue to rely on traditional models in an ever-evolving digital environment?

Amaya Lujambio