World
Why the Biggest Tech Companies Are Suddenly Streaming Sports
When it comes to streaming, sports had to play catchup. In the mid-2010s, as the world grew comfortable with digital entertainment services, major leagues largely remained on the sidelines. Companies like Netflix focused on binge-able shows over live entertainment and streamers balked at the regional restrictions or high costs that came with acquiring athletic events. Leagues, meanwhile, valued the consistent reach traditional TV provided—and the big paychecks, too.
“I’m very confident we can get twice as big as we are without sports,” Netflix CEO Ted Sarandos said at the end of 2022. Well, this month Netflix announced a deal to stream two NFL games on Christmas Day next season, at a reported total cost of roughly $150 million. For those counting at home, the company’s market cap and subscriber count are each up more like 10% rather than 100% since Sarandos’ prediction.
And it’s not just Netflix getting involved. Apple committed to a 10-year partnership with Major League Soccer. Google is now spending $2 billion annually for NFL Sunday Ticket rights. Amazon seems, dare I say, primed to add NBA inventory to its NFL slate and other sports rights. Even Roku recently joined the party. If Microsoft launched a Windows streaming service anchored by live sports, we’d have no right to be surprised.
So what happened? It’s a question I’ve been asking in various forms to both sports and tech decision-makers for the last several years. As expected, there’s no single explanation for big tech’s big surge into the sports viewing experience. But the following four reasons are all regularly citied.
The tech works
This was always going to be the first hurdle. And live sports went through its growing pains, with broken payment processes holding viewers up as well as glitches emerging during crunch time of the Super Bowl. Netflix’s early live streaming attempts came with their own set of issues.
In 2024 though, the tech’s solid. Sure, there are areas for improvement, such as cutting down the delay between reality and the broadcast (latency) or upping the picture quality. Accessibility is also an issue for those without reliable, high-speed internet. But in each case, we’ve passed the point of “good enough.”
Sports are multi-generational
For a time, streamers specialized: There was your horror movie service, your classics subscription, your kids-focused offering and so on. But now, the heavy hitters try to appeal to a wide swath of potential viewers, and sports hit multiple demographic segments like few other properties. That’s especially true as blockbuster movies have become much less of a sure thing. The $75 million price tag Netflix is paying per NFL game is roughly equivalent to the cost of a single midsized movie on the service. Christmas flick out, Patrick Mahomes in.
By the same token, sports fans are generally followers for life. While people often cycle through their preferred type of TV show, athletic allegiances stick around. As streamers put an emphasis on retaining their current customers, that type of loyalty is invaluable.
Sports = ads
Today’s consumer has gotten used to ad-free, or at the very least ad-light, entertainment experiences. That is, except for sports fans. While the NFL has worked to lighten ad loads during games, commercials are still a natural part of broadcasts. Sports also offer advertisers a reliable audience watching brand-safe content, regardless of what platform games air on. And tech companies are increasingly in the ad business.
Amazon turned its Black Friday NFL game into an ad tech showcase. Netflix’s push into live entertainment has uncoincidentally followed the addition of an ad-supported pricing tier. Even Apple is reportedly attempting to grow its ad business, backed in part by sports assets.
At Netflix’s pitch to advertisers in NYC earlier this month, sports partners like Formula 1 and WWE received the largest footprint in the company’s warehouse-turned-“immersive experience.” That wasn’t a coincidence.
Eyes around the world
For a while, sports leagues selling games to streamers was seen as taking extra money at the expense of reaching fewer fans. But now, global tech brands can offer something that some traditional providers can’t match.
Amazon has helped the NFL reach new, younger fans with its shows, while Netflix will now make football easier to watch for many international fans. “It’s a global opportunity for us,” NFL media COO Hans Schroeder recently explained. I expect that the game times—1 and 4:30 pm ET rather than primetime—were in part set to increase viewership in Europe and beyond.
Tech companies have also wooed leagues with the precise data they’re able to gather on viewers and potential viewers, valuable information for sports executives building out international marketing strategies.
Put it all together and it becomes clear why major tech companies are coming to compete with sports’ traditional broadcasters. The only question left is how much more they’ll take.
World
Natasha Lyonne Posts Health Update Two Months After Relapse: ‘Doing a Whole Lot Better and Back on Her Feet’
Natasha Lyonne is thanking fans for their support after she revealed in January that she had relapsed and was no longer sober. “Proud to report this kid is doing a whole lot better and back on her feet,” she wrote.
“Want to thank our recovery communities and the fans who stood by and were so supportive. Aiming to keep the journey somehow private, but look forward to sharing my experience, strength and hope as makes sense.”
Lyonne struggled with addiction to drugs and alcohol throughout the 2000s.
After attending the Sundance Film Festival in late January, the “Poker Face” star wrote that she had relapsed and then added, “Recovery is a lifelong process. Anyone out there struggling, remember you’re not alone. Grateful for love & smart feet. Gonna do it for baby Bambo. Stay honest, folks. Sick as our secrets. If no one told ya today, I love you. No matter how far down the scales we have gone, we will see how our experience may help another. Keep going, kiddos. Don’t quit before the miracle. Wallpaper your mind with love. Rest is all noise & baloney.”
“Poker Face” was canceled at Peacock in November, though Lyonne and producer MRC were shopping a new version that would star Peter Dinklage as the bullshit-detecting detective.
Lyonne has several feature projects in the works: She is set to write and direct the indie film “Bambo” about a New York boxing promoter and was previously set to make her directing debut with “Uncanny Valley,” produced by her AI film studio Asteria Film Co.
World
Ukraine peace talks on ‘situational pause’ as Middle East conflict intensifies: Kremlin
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Ukraine peace talks are on a “situational pause” as the Middle East conflict intensifies, the Kremlin said Thursday, even as Kyiv signaled negotiations could resume as soon as this weekend.
Following reports in Russian media that the Kremlin had paused talks on Ukraine and that the Middle East conflict could push Kyiv toward compromise, Kremlin spokesperson Dmitry Peskov confirmed the pause.
“This is a situational pause, for obvious reasons,” Peskov told reporters when asked about the report, according to Reuters.
Peskov added that as soon as “our American partners” could refocus on the Ukraine conflict, Moscow hopes the pause will end and new talks can begin, the outlet reported.
UKRAINE TO MEET TRUMP ENVOYS AHEAD OF HIGH-STAKES GENEVA TALKS WITH RUSSIA AS WAR ENTERS FIFTH YEAR
Ukrainian President Volodymyr Zelenskyy speaks during a briefing in Kyiv, Ukraine, Saturday, Jan. 3, 2026. (Danylo Antoniuk/AP)
Ukrainian President Volodymyr Zelenskyy said in a video posted on X that Kyiv has received signals from the U.S. that it is ready to resume talks aimed at ending the war.
“There has been a pause in the talks, and it is time to resume them,” he said. “We are doing everything to ensure that the negotiations are genuinely substantive.”
Zelenskyy added that a Ukrainian negotiating team is already on its way to the U.S. and is expected to hold meetings Saturday.
RUSSIA, UKRAINE TO DISCUSS TERRITORY AS TRUMP SAYS BOTH SIDES ‘WANT TO MAKE A DEAL’
Firefighters put out the fire in the ruins of an apartment building following Russia’s missile attack in Kharkiv, Ukraine, Saturday, March 7, 2026. (AP Photo/Andrii Marienko)
Earlier this month, President Donald Trump said the “hatred” between Russia and Ukraine was getting in the way of reaching a peace deal.
Speaking at the Shield of the Americas Summit in Doral, Florida, Trump said the “hatred between Putin and his counterpart is so great.”
“It’s so great that, you know, Ukraine, Russia, you’d think there would be a little bit of camaraderie, [but] there’s not. And the hatred is so great. It’s very hard for them to get there. It’s very, very hard to get there. So we’ll see what happens,” Trump said. “But we’ve been close a lot of times and one or the other would back out.”
UKRAINE’S ZELENSKYY: RUSSIA TRYING ‘TO PLAY’ GAME WITH TRUMP, STALL PEACE TALKS
U.S. President Donald Trump and Ukrainian President Volodymyr Zelensky shake hands at a news conference following a meeting at Trump’s Mar-a-Lago club on December 28, 2025 in Palm Beach, Florida. (Joe Raedle/Getty Images)
Trump’s comments came after NATO Secretary General Mark Rutte said in January that Russia was losing between 20,000 and 25,000 troops each month in its war against Ukraine.
The pause in talks comes as Ukraine is increasingly being drawn into the wider Middle East conflict.
With the conflict in Iran now in its third week, Ukraine is providing technology and battlefield-tested tactics to counter Iranian drone attacks.
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U.S. and Gulf partners have requested Ukrainian assistance, with Kyiv signaling it is prepared to share both systems and personnel to help defend against Iranian aerial threats.
Fox News Digital’s Greg Norman-Diamond and Morgan Phillips contributed to this report, along with Reuters.
World
‘Nobody can blackmail us’: Leaders excoriate Orbán’s veto
Fury over Viktor Orbán’s decision to veto the European Union’s €90 billion loan for Ukraine burst into the open on Thursday as leaders castigated, one by one, in the harshest terms yet, the “unacceptable” behaviour of the Hungarian prime minister.
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The condemnation was led by António Costa, the usually mild-mannered president of the European Council, whose authority is being directly challenged by Orbán’s disruption.
“The leaders took the floor to condemn the attitude from Viktor Orbán, to remember that a deal is a deal and all the leaders need to honour that word,” Costa said at the end of the summit, venting months of frustration over the antics of the Hungarian.
“Nobody can blackmail the European Council. Nobody can blackmail the European Union institutions,” he told reporters after being questioned by Euronews, insisting that the loan will be paid out as agreed last December. Still, Orbán doubled down on his veto.
Separately, Costa praised Ukraine’s efforts to repair the Druzhba pipeline and allow an EU-led inspection on site in line with demands by Hungary and Slovakia just days before the summit, despite the fact that President Volodymyr Zelenskyy said he was personally against reinstating transit of Russian oil through Ukraine as the war continues.
Orbán insists that Ukraine has purposely sabotaged the pipeline to orchestrate an energy crisis ahead of a tight election on April 12. Zelenskyy says the allegation is unfounded but has also lashed out in public at Orbán in multiple occasions.
Costa, according to a diplomat, said both must tone down the rhetoric, but also noted that Hungary is putting on the table impossible conditions, such as ensuring the safety of transit, while Russia keeps pounding Ukraine with missiles and drones.
“This is not acting in good faith, when you put a condition that neither the European Union nor the member states can ensure,” Costa said.
“Because only Russia is willing to decide if they try again to destroy the Druzhba pipeline,” he added, noting Moscow has attacked it more than 20 times since 2022.
“And of course, it is not the responsibility of Ukraine, the Commission, the European Council or any member state.”
In an effort to break the impasse, Brussels announced two days before the summit that Ukraine had allowed an external inspection and the EU would provide funding to fix the pipeline. But the pressure on Zelenskyy to approve the on-site mission failed to get the Hungarian leader to change his mind.
And it now poses a direct threat to the credibility of the institutions, the functioning of the EU and the top leadership from Costa to Commission chief Ursula von der Leyen.
On Thursday evening, von der Leyen said Hungary, alongside Slovakia and the Czech Republic, agreed at the highest political level to go ahead with the loan in December in exchange for being financially exempted.
“That condition has been fulfilled. So let us be clear about where we stand: the loan remains blocked because one leader is not honouring his word,” she said.
“But let me reiterate what I already said in Kyiv: we will deliver one way or the other.”
German Chancellor Friedrich Merz also accused Orbán of an “act of serious disloyalty” that should be prevented in the future, changing voting rules if necessary.
French President Emmanuel Macron called for the December deal to be respected and warned that concerns about energy security “must not be instrumentalised”.
Sweden’s Ulf Kristersson, Austria’s Christian Stocker and Belgium’s Bart De Wever were among those who criticised Orbán for exploiting the dispute with Kyiv for his re-election campaign, which has taken an explosive tone in its final stretch.
High Representative Kaja Kallas went further, questioning the motivations of the veto and the Hungarian arguments: “I guess, in the time of elections, people are not that rational.”
No backing down
A roundtable session described as “heated and tense” by diplomats was not enough to get Orbán to back down. If anything, he doubled down. And leaders quickly understood the veto will most certainly remain until the Hungarian elections take place.
After the summit, the Hungarian leader went a step beyond and suggested Brussels is working with Ukraine to force a pro-Brussels government in Budapest.
“The European institutions, including parts of the Commission and the European Parliament, would like to have a change of government in Hungary. And they finance it,” he said as he departed the meeting.
The accusations are not new, but they are serious as they imply political meddling. As the campaign enters its final weeks, Orbán is intensifying his attacks on his opponent, Péter Magyar, as a puppet candidate of von der Leyen and Zelenskyy.
Before leaving Brussels, he vowed to “no money for Ukraine” until the oil flows are back and claimed he “had defended the Hungarian national interest by breaking the blockade”.
The Hungarian veto comes at a precarious time for Europe.
The United States, under President Donald Trump, has cut off all assistance to Ukraine, leaving Europeans to pick up the tab alone.
The €90 billion loan agreed in December, following contentious talks among leaders, serves as the backbone of Ukraine’s budget needs for 2026 and 2027. Without it, Ukrainian authorities have warned they may not be able to make ends meet, and that could have serious repercussions on the battlefield.
Under the original plan, Kyiv was supposed to receive the first payment in early April to avoid a sudden cut-off in foreign assistance. But the veto, coupled with the Hungarian vote, has thrown that timeline into disarray.
Although opinion polls show Orbán trailing Magyar by double digits, he could still win as the gap narrows ahead of the vote and prolong the veto even further.
To make matters more difficult, Slovak Prime Minister Robert Fico, whose country is also connected to Druzhba, has warned that he will continue the blockage if Orbán loses the elections and the pipeline is not repaired.
The dispute poses an exceptionally complex challenge for Brussels, which is caught between safeguarding energy security for member states and supporting Ukraine.
For António Costa, the person tasked with ensuring that decisions taken by EU leaders are upheld, Orbán’s defiance threatens to undercut his authority.
“It’s completely unacceptable what Hungary is doing,” Costa said on Thursday. “And this behaviour cannot be accepted by the leaders.”
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