YouTube’s NFL Sunday Ticket deal is a brilliant move for its subscription future

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YouTube logo image in red, over a geometric red, black, and cream background
Illustration by Alex Castro / The Verge

The “pick me! pick me!” bidding war for NFL Sunday Ticket has finally come to an end, and YouTube won big. The company announced a “multi-year” deal that will see it carry Sunday Ticket both standalone (as a YouTube Primetime Channel) and through YouTube TV. It’s a massive score for YouTube, which successfully fended off Big Tech rivals like Apple to land the deal, and a pivotal moment as live sports continue their transition away from traditional cable — DirecTV is the soon-to-be-former Sunday Ticket rights holder — in favor of major streaming platforms.

In one fell swoop, Google has solidified YouTube as a vital destination for NFL fans. And it has resoundingly committed to a long-term future for YouTube TV, which has over 5 million...

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