The football establishment drew a sharp intake of breath in August 2025 when Germany’s premier league, the Bundesliga, revealed its UK broadcasting rights holders for the upcoming season.

On the list alongside the BBC, Sky Sports and Prime Video were two YouTube channels – one hosted by a former police officer.

Mark Goldbridge was unknown in football circles until he started streaming his reaction to live Manchester United games on YouTube just over a decade ago. Now he runs four channels on the social media platform with a combined 4.2 million subscribers.

His impressive following played a major role in the decision by the Bundesliga to award his YouTube show, ‘That’s Football’, the rights to air 20 live matches during the 2025/26 season.

Likewise, pundit and former England player Gary Neville won the right to broadcast 20 games on his YouTube channel, ‘The Overlap’. Is this the start of a major new trend that will transform the way we consume live entertainment and events?

The rise of creator-led football media

The numbers don’t lie. ‘That’s Football’ and ‘The Overlap’ have large and loyal audiences, having racked up more than 1.3bn views between them in just a few years. Critically, they reach younger viewers such as Gen Z, who have grown up tuning into social media more than the TV.

There is also an accessibility bonus. Many streaming platforms, such as Sky Sports, come with large monthly costs in order to watch football games. However, Mark Goldbridge (whose real name is Brent Di Cesare), Gary Neville and BBC Sport are set to provide their streaming services for free, making them appealing to cost-conscious fans.

The ‘Ofcom Media Nations 2025’ report shows exactly why the Bundesliga’s decision to give broadcasting rights to YouTube creators could be a point of inflexion for sports broadcasting and entertainment more broadly.

UK audiences still watch around four-and-a half hours of video per day. However, the balance of where that time is spent is shifting. After the BBC, which commanded 19% of total viewing in 2024, YouTube is now the second most popular platform with a 14% share, ahead of ITV (12%) and even Netflix (8%).

Average daily YouTube viewing climbed 13% in 2024 to 39 minutes per person, and among younger viewers, video-sharing platforms like YouTube now account for 40-45% of total viewing time. The platform is also the first choice for children aged 4-15 when they switch on the TV (20.8%), and the second most popular for 16 to 34-year-olds (13.4%). For a league like the Bundesliga, partnering with creators such as Mark Goldbridge is about meeting digital-first audiences where they are – and where traditional broadcasters are losing ground. It’s also their ticket to the next generation of fans.

Beyond football: the next battleground for streaming rights

If the Bundesliga are pleased with their viewing figures this season, we may see more of their games offered to social media streamers – perhaps with England’s Premier League or the EFL Championship following suit.

The implications beyond football and even beyond sport are obvious. Major broadcasters and online streaming platforms that show boxing events through pay-per-view or subscription services could be affected, for example. Netflix aired two NFL games during Christmas 2024, and has also streamed large events such as Canelo vs Crawford. Events like these could be similarly impacted.

The dominance that Sky Sports and TNT Sports currently have could be about to face a new challenge from a much wider range of streaming platforms that enable viewers to watch football at a fraction of the price. As a viewer, this is excellent news as it means more accessibility to watch your favourite events. However, it may force Sky and TNT to rethink their models.

Meanwhile, social media personalities and podcasters continue to gain traction and ever-larger brand deals. ‘Arsenal Fan TV’ (AFTV), a large channel similar to those of Mark Goldbridge, could be a target for future broadcasting rights, for example. Likewise, the Bundesliga may have game-reaction podcasts such as the UK’s Pitch Side in its sights.

The way that audiences consume their sports content today, and amplify its influence through social media engagement, is likely to be a key driver in how sports franchises use their rights in 2026 and beyond.

There's no denying streaming is reshaping the sports landscape, the way we watch sports is changing fast. Contact the team to help you navigate this fast-evolving landscape.

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