INSIGHTS
The 2024 edition of the UEFA European Football Championship was one of the most streamed sporting events in Europe to date. The month-long tournament pitted football nations against each other in a series of make or break knockout matches that had viewers on the edge of their seats.
This report presents three matches from the tournament that demonstrate some of the biggest challenges in streaming and monetising major events using addressable advertising. It highlights some of the pain points to prepare for if you’re running an advertising-supported live streaming business.
With streaming set to become the primary method of watching and monetising live television, the scale that rights-holders need to support is only going to grow from here. This report provides a valuable guide to the digital advertising challenges that lie ahead.
