The Business of YouTube

A weekly strategic lens for senior leaders into how YouTube is reshaping the business of technology, sports, music, entertainment, and culture.

Welcome!
To your favourite newsletter, The Business of YouTube, brought to you by Paola Marinone and Bengü Atamer, founders of BuzzMyVideos and previously at YouTube and Google. We are bringing our exclusive insights from 20 years of experience leading strategy at YouTube and Google.

YouTube Latam Football Report: The Football Revolution - The Decentralized Stadium

Hey everyone, it’s Bengu & Paola here. In this week's newsletter, we dive into the latest YouTube Culture & Trends Report: A Football Revolution, which outlines how Latin American creators are fundamentally rewriting the rule book on sports entertainment.

Key Highlights & Stats

• The New Broadcast Era: Creators are already establishing themselves as major broadcast players. Channels like CazéTV have secured rights for top-tier competitions, including the Bundesliga, Saudi Pro League, and the upcoming 2026 World Cup.

• Record-Breaking Reach: During the FIFA Club World Cup 2025, CazéTV’s official channel alone garnered 1 billion views.

• Shifting Preferences: Traditional TV is losing its grip. In Brazil, 56% of sports fans prefer watching professional sports commentary from online creators, athletes, and journalists over traditional TV; in Mexico, that number rises to 59%.

  

  "Credibility" is no longer tied to the logo on a microphone. Digital-first personalities like Denílson (954K subscribers) and Romário (535K subscribers) are leveraging their athlete status to build massive, direct-to-consumer media brands on YouTube.

• Weekly Engagement: In Mexico, 66% of sports fans (aged 14–49) engage with sports commentary or analysis from creators or fans at least once a week.

  

  While traditional TV sells "inventory" (commercial breaks), YouTube creators sell "community." With 66% of Mexican fans engaging with creator commentary weekly, the frequency of touchpoints is far higher than a once-a-week match broadcast.

• Original IP Success: Creator-led tournaments are changing the game. In 2025, videos related to the Kings League reached over 900 million views worldwide.

Key-takeaways & Insights for Sports Leaders

1. "Fandomification" is the New Standard Creators are centering the fan experience by offering "unfiltered" access: vlogging from the stands, following players' daily lives, and hosting live "virtual grandstands".

   • Strategy: Success now requires interactive, immediate, and fan-centric coverage that makes the viewer feel like a participant rather than a passive observer.

2. The Virtual Grandstand YouTube has become an extension of stadium stands and bar tables. Live chats and real-time interaction during games foster a sense of community that traditional broadcasts cannot replicate.

   • Strategy: Digital marketers should focus on community-building tools (like live chats and polls) to capture the "reveler" audience that cannot attend matches in person.

3. The New Press Box The point of origin for sports journalism is shifting to digital spaces. Former athletes like Denílson and Romário are using YouTube's creative freedom to bypass traditional media and connect directly with audiences through their own shows.

   • Strategy: For organizations, this means identifying and partnering with "credible" creators who already hold the authentic connection your audience demands.

4. Mainstream Catch-up Major networks like TV Globo, ESPN, and TNT Sports are already following the lead of creators by streaming digital-first programs on YouTube to complement their TV offerings.

   • Strategy: View YouTube as a primary destination for live rights and core programming to stay relevant where audiences are spending their time.

You can access the full report here: https://www.youtube.com/trends/report/tr26-latam-football-trends-report/

Want to discuss your YouTube strategy, reach out to us!

Watch the latest The Business of YouTube Podcast

What are the best opportunities for growth in Sport, when you look it from an innovation point of view? Learn from the expert in the room: Alfonso Becerra Cid

The Business of YouTube - Job Board 📈

We have curated what is open and available in the market, and who is hiring!

Happy job hunting!

Social and Digital Lead at BUZZ 16 (London)

Social Media Lead at Synthesia (London)

Product Activation Manager, Partner Sales at YouTube (London)

Original Programming Lead, Apple Sports at Apple (New York)

Short-form Video & Social, Community Comms at Stripe (New York)

Athlete Manager, TikTok Operations at TikTok (New York)

If you have a senior YouTube/Video/Social Media/Content opening, and you want us to add it in our Job Board, please write us at [email protected] or [email protected].

INDUSTRY NEWS