A recent SportBusiness panel at the SPORTEL Miami 2025 conference explored how sports media rights and streaming platforms are changing. Jonathan Rest moderated the discussion which featured William Mao (Octagon), Victor Machado (YouTube Brazil), Angelina Losada (Fox Deportes), and Eduardo Arias (Paramount / Pluto TV).
On the panel:
- Moderator – Jonathan Rest, SportBusiness
- William Mao, SVP Media Rights, Octagon
- Angelina Losada, VP Business Development & Growth Initiatives, Fox Deportes
- Eduardo Arias, VP International Content Partnerships, Paramount/Pluto TV
- Victor Machado, Head of Sports Partnerships (Brazil), YouTube
William Mao described Netflix’s Women’s World Cup rights acquisition as part of their “tentpole aggregator” strategy. Rather than committing to season-long packages, Netflix targets concentrated viewing periods, similar to their Christmas Day NFL games and Tyson-Paul fight deals.
Eduardo Arias, meanwhile, noted the rise of FAST (Free Ad-Supported Television) channels, with Pluto TV now reaching its 11th year. It was noted that economic pressures have pushed viewers toward free content options. The panel also discussed how sports content performs particularly well on connected TVs, where people prefer watching with friends and family. These partnerships offer “low risk, high reward” opportunities for sports licensors to monetise both library content and live events.
Meeting fans where they are
The panel highlighted how streaming platforms now focus on “meeting fans where they’re at.” Angelina Losada called this approach “tribal” – noting younger generations gather around specific content. Victor Machado emphasised that YouTube serves as a destination where “fans go to get deeper on their passions” through an ecosystem of leagues, athletes, teams, media companies and creators.
Regarding the Super Bowl broadcast on Tubi, Losada explained that Fox partnered with Telemundo to reach Hispanic audiences while also streaming on Tubi. Mao pointed out that Tubi’s delivery added approximately 10 per cent more audience through streaming, reaching an important benchmark for continued investment.
The Brazilian market received special attention, with Machado explaining YouTube’s importance in a country with historically low pay TV penetration (around 15 per cent). He described YouTube’s audience as complementary rather than cannibalising traditional TV, with streaming popular among 18-44 year olds while free-to-air TV viewers tend to be 50+.
On partnerships versus competition, Mao observed that properties typically want “both revenue and reach” rather than choosing between them. He stressed that deals should be approached as partnerships: “If you’re thinking about it from the perspective of how you can help them, how they can help you, then they’re more invested in you and vice versa.”
The changing role of influencers
The role of influencers sparked significant discussion. Machado highlighted Brazilian creator Casimiro, whose KazéTV has 19 million YouTube subscribers and has secured rights to major events like the FIFA World Cup and Olympics. However, scaling relationships between sports entities and creators requires intermediaries with business expertise. Losada suggested that while influencers are important, they aren’t yet ready to compete directly for sports rights without institutional backing, as brands still provide a “trust factor” for advertisers.
Subscription fatigue emerged as a concern, with Mao citing research suggesting U.S. households may have peaked at 4-5 subscription services, leading to bundling strategies. Losada confirmed this trend, sharing that her own household was “giving our household a little scrub” after discovering duplicate subscriptions.
The panel concluded by discussing how exclusivity in sports rights has evolved. Rights are increasingly divided across platforms to reach different audiences. Mao explained that streaming technology allows for more specific definitions of exclusivity – whether by geography, platform type, or specific games. While premium tier-one sports properties continue to see increasing rights values, second-tier properties must be more creative with revenue-sharing models and partnerships.
For more insights like this, check out the SPORTEL Monaco conference taking place in October 2025.