Millennials have experienced every major shift in the modern media landscape. They sat in front of the TV for weekly episodes, embraced streaming when Netflix evolved beyond DVD rentals, and were the first generation to adopt digital video platforms like YouTube.
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Brands have always known that both traditional TV and streaming drives reach and awareness, but more than ever they are seeking capabilities that show performance for their advertising investments.
In today’s crowded media landscape where attention is hard-won and harder kept, sports continue to shatter viewership records delivering millions of highly engaged fans year after year. In fact, sports accounted for 96% of the most-watched programming in 2025.
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