According to EMARKETER, advertising associated with "Sports" (whether live or delayed) represented around 20% of all advertising investment in Converged TV (which includes linear TV, Pay TV and CTV) during 2025. Its forecast is that this share will continue to grow in the coming years, reaching 27% by 2030.

Although there is no consistent public metric or official report from a consultancy that allows this analysis to be directly applied to other markets, an estimate based on different sources would place the share of "Sports" in Converged TV advertising investment during 2025 at around 15-16% in Europe and 16-18% in Latin America.

In both regions, the trend is also upwards, with a forecast that could take the share of sports above 25% over the next two or three years.

The advertising dimension is only part of the story. Sports is also showing a particular ability to sustain consumption beyond the live broadcast, something that is especially relevant in a scenario where it is becoming increasingly difficult to separate linear television, streaming and on demand consumption.

Beyond the traditional value of sports as a generator of large audiences, audience concentration and the ability to bring different profiles together around the same broadcast, this evolution points to another relevant issue for the development of Converged TV.

Streaming has already demonstrated that it can compete for large live audiences. What we are starting to see is that certain sports content also has the ability to generate significant volumes of consumption after the original broadcast, extending the life of the audience and, with it, the opportunities for monetisation.

This changes something important for the advertising market. The value of a sports event no longer has to be concentrated in the live window. It can extend across different moments of consumption, devices and platforms, creating a much broader audiovisual inventory around the same content.

And this is where sports can have a particularly interesting position within Converged TV. Not only because it remains one of the few types of content capable of generating large concentrations of live audiences, but also because it can combine live, delayed consumption and multiplatform distribution without necessarily losing its ability to attract attention.

For advertisers, this represents an opportunity to approach sports from a broader perspective than the traditional purchase of live inventory. The combination of television, CTV and on demand consumption makes it possible to build strategies that accompany content throughout its audience lifecycle and take advantage of different moments of attention around the same event.

At tvads, we work in this space, helping to connect audiovisual advertising strategies with the CTV ecosystem and the different distribution and monetisation opportunities it offers. In a market where sports audiences are becoming increasingly fragmented across screens and moments of consumption, understanding where, when and how that attention is generated is becoming increasingly relevant.