The 2026-27 NFL season offers a compelling case study in media strategy and valuation growth. The league is accelerating its international footprint, with nine games abroad this season — including its first-ever broadcast from Australia via Netflix — and plans to expand to 10 international games next year. This global push, paired with strong streaming momentum (Amazon's Thursday Night Football viewership is up 16% year-over-year), signals a gradual narrowing of the gap between streaming and traditional broadcast audiences.

On the linear side, incumbents remain formidable: NBC's Sunday Night Football has held the top primetime slot for 15 consecutive years, while CBS and FOX both posted their strongest NFL viewership in nearly a decade. Meanwhile, ESPN's inaugural Super Bowl telecast, to be simulcast on ABC, sold out its advertising inventory by August — the earliest in the event's history — with 30-second spots commanding an estimated $8 million to $9 million. Will the broadcast break viewership records across linear and digital platforms?

These trends underscore a broader reality: media rights and franchise valuations continue to climb. The NFL isn't just America's most-watched sport — it's an increasingly global media and business enterprise.

More S&P Global content:

• Navigating the Chaos of Sports Media Rights Fragmentation
• Maximizing Sports Media Rights Value: Benchmarking, Negotiation, & Market Intelligence in 2026

Featured experts:

• Justin Nielson, head of Kagan Research at S&P Global Market Intelligence.
• Scott Robson, principal analyst at S&P Global Market Intelligence Kagan.
• Michael Johnson, research analyst at S&P Global Market Intelligence Kagan.
• Iuri Struta, tech capital markets reporter at S&P Global Market Intelligence

Credits:

• Host/Author: Mike Reynolds
• Producer/Editor: Sarah James

www.spglobal.com

www.spglobal.com/market-intelligence

College football's 2026-'27 season is here — and with it comes a landscape reshaped by realignment, billion-dollar media deals, and mounting legal battles over athlete compensation. In this episode of "MediaTalk," S&P Global Market Intelligence Kagan analysts Justin Nielson, Scott Robson and Michael Johnson join host Mike Reynolds to break down what business leaders and media executives need to know heading into the season.

Three key questions this episode answers:

1. How are conference realignment and media rights deals reshaping college football's competitive and financial landscape? From the reshuffled Pac-12 and Mountain West to the Big Ten's $8 billion windfall and the SEC's $710 million annual ESPN payout, the money is moving fast.

2. What's next for the College Football Playoff, and how will expansion affect viewership and network competition? With ESPN's $7.8 billion extension and TNT's expanded footprint, the stakes — and the audiences — keep growing.

3. How are NIL rules, transfer portal litigation, and new legislation like the Protect College Sports Act reshaping player economics? Get ahead of the legal and financial shifts redefining amateur athletics.

Plus: bold championship predictions from all four experts. Tune in before Week Zero kicks off.

More S&P Global content:

• Navigating the Chaos of Sports Media Rights Fragmentation
• Maximizing Sports Media Rights Value: Benchmarking, Negotiation, & Market Intelligence in 2026

Featured experts:

• Justin Nielson, head of Kagan Research at S&P Global Market Intelligence.
• Scott Robson, principal analyst at S&P Global Market Intelligence Kagan.
• Michael Johnson, research analyst at S&P Global Market Intelligence Kagan.

Credits:

• Host/Author: Mike Reynolds
• Producer/Editor: Sarah James

www.spglobal.com

www.spglobal.com/market-intelligence

SpaceX's Starlink is making bold moves in the direct-to-device (D2D) arena, but can it really challenge traditional carriers like Verizon, AT&T, and T-Mobile?

The latest "MediaTalk" episode dives deep into SpaceX's ambitious plan to build a hybrid satellite-terrestrial network. While Starlink leads in rural connectivity, experts question whether it can overcome massive technical hurdles in dense urban markets.

Meanwhile, the "Big Three" mobile carriers are fighting back with new strategies: T-Mobile pivots to profitability over growth; AT&T leverages fiber bundles with a 42.5% conversion rate; and Verizon posts best subscriber growth in 5 years.

The D2D space is heating up with Amazon's $10 billion Globalstar acquisition and AST SpaceMobile's carrier partnerships. As 6G approaches, will satellite-terrestrial hybrids disrupt traditional mobile, or are physics and economics too challenging?

More S&P Global content:

Orbit as the Next Data Frontier: Capital Flows, Risk, and Realities

Featured experts:

• Lynnette Luna, senior research analyst at S&P Global Market Intelligence Kagan.

Credits:

• Host/Author: Mike Reynolds
• Producer/Editor: Sarah James

www.spglobal.com

www.spglobal.com/market-intelligence

The latest "MediaTalk" podcast unpacks three regulatory developments transforming the tech, media, and telecom sectors:

Spectrum Auction Returns: The FCC is set to auction 160 megahertz of upper C-band spectrum by July 2027 — the first auction in years. This mid-band spectrum will supercharge 5G and fixed wireless capabilities, with commercial service launching in major markets by 2030.

Broadcast Ownership Cap Eliminated: The FCC repealed the decades-old 39% national ownership cap for TV station ownership. This controversial move could trigger a consolidation wave in local broadcasting, though antitrust scrutiny and legal challenges loom large.

Data Center Backlash: Communities nationwide are pushing back on data center development. From Wisconsin to New York, voters and local governments are implementing moratoriums, citing concerns about electricity costs, grid strain, and resource allocation.

As midterm elections approach, these issues are moving from regulatory debates to campaign platforms. Will political pressure translate into lasting policy changes?

More S&P Global content:

Local governments push back against data center development

Featured experts:

• Stefan Modrich, tech policy reporter for S&P Global Market Intelligence

Credits:

• Host/Author: Mike Reynolds
• Producer/Editor: Sarah James

www.spglobal.com

www.spglobal.com/market-intelligence

In an age of ongoing cord-cutting, "MediaTalk" sits down with S&P Global Market Intelligence Kagan analyst Brian Bacon to break down who is subscribing to what video service and why based on the latest insights from the Kagan Consumer Insights survey.

The numbers tell an interesting story: overall US TV satisfaction jumped from 34% to 39% year-over-year, with virtual providers like YouTube TV and Hulu with Live TV leading the pack. But here's where it gets intriguing — Charter's Seamless Entertainment hybrid model, bundling traditional cable with ad-supported streaming services, is showing promising satisfaction rates among subscribers who use the included SVOD options.

The conversation also explores the rise of "virtual basic cable" — internet-only TV packages from operators like Charter, Comcast, and Cox that blur the lines between traditional and streaming services. With sports content remaining the ultimate satisfaction driver and bundling becoming increasingly complex, the media landscape is evolving faster than ever.

The episode explores:

• Are subscribers willing to juggle multiple streaming platforms to catch all their favorite sports, or is there a breaking point?
• Could hybrid bundles that combine traditional TV with streaming services be the future of cable — or just a temporary bridge?

More S&P Global content:

• Virtual options provide a new take on basic cable TV
• MediaTalk | Season 4 | Ep. 28 - How NCTC Helps Small Operators Compete in a Consolidating Market

Featured experts:

• Brian Bacon, research analyst on the Consumer Insights team within S&P Global Market Intelligence Kagan

Credits:

• Host/Author: Mike Reynolds
• Producer/Editor: Sarah James

www.spglobal.com

www.spglobal.com/market-intelligence

The 2026 FIFA World Cup was a resounding commercial triumph, setting a new benchmark for global sporting events. The tournament shattered revenue expectations, with projections climbing from $11 billion to a record $15 billion for the cycle. This success was driven by several factors that worked exceptionally well across geographies.

What Worked:

• Unprecedented Viewership & Attendance: The tournament saw near-100% stadium occupancy. In the US, the final became the most-watched soccer match ever, delivering massive ratings for rights holders Fox and Telemundo. Viewership was also incredibly strong in Europe and the APAC region, despite challenging time zones.
• Aggressive Monetization: The introduction of in-game "hydration breaks" proved to be a financial windfall for US broadcaster Fox, contributing to a combined ad sales total of nearly $1.2 billion with Telemundo. Furthermore, FIFA's global partnerships with YouTube and TikTok successfully extended engagement and created new content opportunities.

What Didn't Work So Well:

• Fan & Broadcaster Friction: While a commercial success in the US, the hydration breaks received a less favorable fan reaction globally, with some feeling it disrupted the game's flow. European and some APAC broadcasters were unable to monetize these breaks due to tighter advertising regulations.
• Technical & Logistical Hurdles: The integration of VAR technology remained a point of controversy, especially in terms of some key goals. In Europe, streaming latency continues to be an issue, diminishing the live viewing experience for audiences seconds behind the broadcast feed.

Ultimately, the 2026 World Cup showcased a powerful and evolving commercial model, but also highlighted the ongoing challenge of balancing monetization and technology with the global fan experience.

More S&P Global content:

MediaTalk | Season 4 | Ep. 23 - FIFA World Cup 2026: Global Media Rights, Ads vs. Sponsors, and Streaming Wars

The Business of Sports

Frequently Asked Question: Can Hosting the World Cup Move the Economic Needle?

Featured experts:

Michael Johnson, research analyst at S&P Global Market Intelligence Kagan

Victor Heng, associate research analyst at S&P Global Market Intelligence Kagan.

JP O'Sullivan, research analyst at S&P Global Market Intelligence Kagan

Credits:

• Host/Author: Mike Reynolds
• Producer/Editor: Sarah James

www.spglobal.com

www.spglobal.com/market-intelligence

As the media industry experiences a whirlwind of M&A activity, S&P Global Ratings' Naveen Sarma sits down with "MediaTalk" host Mike Reynolds to explain what is driving the spike in activity.

From Nexstar-Tegna's legal limbo to Charter's $34.5 billion Cox acquisition, and Paramount Skydance's blockbuster play for Warner Bros. Discovery, consolidation is reshaping the industry. The driving force? Scale. Companies need scale in content, global reach, and distribution to compete in an increasingly globalized streaming world.

But there's a catch: leverage. These mega-deals are being fueled by a combination of debt and private credit, and Sarma warns that high leverage ratios could impact credit ratings and long-term viability. Meanwhile, Comcast's potential NBCU spin-off signals the end of vertical integration in US media and distribution — a strategy that captured CEO imaginations for two decades.

With foreign investment, state attorneys general and strategic repositioning all in play, the next year will be critical for media companies navigating this transformation.

More S&P Global content:

Comcast Ratings Placed On CreditWatch Negative Following Announcement Of Split

The Ratings Implications of Paramount's Proposed Capital Structure

Featured experts:

• Naveen Sarma, S&P Global Ratings Managing Director and Sector Lead, Media and Telecom, North America

Credits:

• Host/Author: Mike Reynolds
• Producer/Editor: Sarah James

www.spglobal.com

www.spglobal.com/market-intelligence

In this MediaTalk episode, NCTC CEO Lou Borrelli highlights the mounting challenges smaller and independent operators face amidst industry consolidation, slowing broadband growth, and escalating retransmission costs. Borrelli noted that consolidation pressures can impact member morale and reduce organizational scale, as larger members are acquired.

While broadband remains the leading product, NCTC members face fierce competition even in smaller markets. Borrelli discussed how NCTC tries to help by enabling innovative solutions like broadband TV and mobile bundles, and AI solutions.

Borrelli notes that for smaller operators, NCTC remains a vital ally, helping members navigate industry shifts, manage costs, and deliver value to local customers.

More S&P Global content:

MediaTalk | Season 4 | Ep. 22 - Kagan Media & Telecom Summit Preview: Streaming, Sports Rights, Broadband, M&A Outlook for 2026

Featured experts:

• Lou Borrelli, CEO of the National Content & Technology Cooperative

Credits:

• Host/Author: Mike Reynolds
• Producer/Editor: Sarah James

www.spglobal.com

www.spglobal.com/market-intelligence

The gaming landscape is shifting fast. In this episode of "MediaTalk," S&P Global Market Intelligence Kagan analyst Neil Barbour breaks down the sector's biggest stories: Chinese mega-publishers like Tencent and NetEase are crushing it with smart live-service strategies, while Xbox struggles under the weight of $800 console price tags and shrinking margins. Meanwhile, Nintendo's Switch 2 is dominating hardware sales even without a blockbuster Mario or Zelda title.

But it's not all consoles and controllers. Neil explores what PC gaming growth means and why Roblox's safety measures could slow its meteoric increases.

The conversation takes a futuristic turn at the Augmented World Expo, where Neil test-drives the latest smart glasses from Meta, Snap, XReal, and the sleeper hit Raven Prism — revealing which devices might actually make it into our daily lives.

Are $800 consoles pricing out the next generation of gamers?

Will consumers adopt smart glasses in public if they solve real problems?

More S&P Global content:

Data & Dimensions | Ep. 6 - An Investment Insider's Look at Gaming in 2026

Data & Dimensions | Ep. 13 - What Xbox could learn from Atari

Featured experts:

• Neil Barbour, S&P Global Market Intelligence Kagan analyst

Credits:

• Host/Author: Mike Reynolds
• Producer/Editor: Sarah James

www.spglobal.com

www.spglobal.com/market-intelligence

In this episode of "MediaTalk," host Mike Reynolds and S&P Global Market Intelligence Kagan analysts Peter Leitzinger and Jessica Cahill explore why podcasting continues to accelerate — from growing monthly listener numbers to shifting audience segments by age, gender, and genre. They break down what's driving adoption, including video podcasting — and how platforms like YouTube and Spotify are changing discovery — plus where listeners are tuning in most often. The conversation also turns to monetization: why advertisers value highly engaged, loyal podcast audiences and what that could mean for ad revenue through 2031.

Beyond the numbers, the episode highlights how podcast content remains highly segmented, from politics to true crime to sports — and how platform choice shapes reach.

More S&P Global content:

Podcasts from S&P Global Market Intelligence

Featured experts:

• Jessica Cahill, analyst at S&P Global Market Intelligence Kagan.
• Peter Leitzinger, analyst at S&P Global Market Intelligence Kagan.

Credits:

• Host/Author: Mike Reynolds
• Producer/Editor: Sarah James

www.spglobal.com

www.spglobal.com/market-intelligence