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Between the Super Bowl, Winter Olympics, March Madness, NBA All Star game and soccer’s World Cup, the sporting planets are aligned for a blockbuster media season through this summer.

Media owners and broadcasters (especially NBCU, which holds the rights to several of the biggest live sports events this spring) are thrilled about the coming windfall. Dentsu’s 2026 forecast report estimated that live sports spending would push overall global advertising to reach $1.04 trillion this year. This week, Disney reported its operating income from sports ads grew 10% in the first quarter of 2026.

But there’s a dilemma for advertisers hoping to capitalize on the audiences tuning in. With so much ground to cover, should marketers spread their budgets across the entire surface area — or concentrate their efforts in one or two?

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Bloomberg wants its video content to be easier to find and harder to leave. Instead of betting on vertical video feeds to keep audiences engaged, it has launched a centralized video hub today across its website and app as a home for all its video content – including live TV, daily shows, short-form clips, documentaries, podcasts, vodcasts and original series.

The move comes as publishers – such as Time, CNN and The New York Times – have pushed out TikTok-style feed experiences to boost engagement at a time when social platforms continue to capture an outsized share of audience attention. But Bloomberg’s approach is less about chasing a single format and more about improving video discovery – and the viewing experience – on its own properties, a sign that as traffic gets harder to come by, publishers are prioritizing editorial control and time spent over sheer scale.

“We’ve got a massive team that’s working on video. We have a huge corpus of video,” said Marissa Zanetti-Crume, Bloomberg’s global head of product. “When we looked at our website and our app, we just weren’t doing it justice. [This project] was just a place where we felt like we could do more, and drive that engagement.”

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