Sports Viewership Diversifies as Streaming Grows: DIRECTV Advertisings Matthew Jamison Beet.TV [Video]

Streaming platforms are seeking to expand their audiences – and advertising sales — by building up their live sports programming, as seen with Amazon’s deal to show the National Football League’s “Thursday Night Football.” As more live sports migrate to connected devices, marketers must consider how their access to consumers is changing.

“What we’ve seen in the past year is fragmentation of audiences,” Matthew Jamison, AVP of digital and demand partnerships at DIRECTV Advertising, said in this interview with Beet.TV contributor Rob Williams.

“Some viewers are very comfortable navigating streaming services and cable networks to find their game,” Jamison said. “Others are overwhelmed and just want to be able to turn on their TV and easily flip through the channels they want…For marketers, it means they need to work harder to reach these avid sports fans.”

Amazon helped to expand the audience for “Thursday Night Football” with its reach into households …