uploads///Sports broadcasting rights

How YouTube TV Is Marketing Its Live Streaming Services

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Apr. 2 2018, Updated 5:25 p.m. ET

YouTube TV has signed a presenting sponsorship deal with the NBA

Google’s (GOOGL) YouTube TV announced on Monday, March 26, that it will be the first-ever presenting sponsor of the NBA (National Basketball Association) finals as a part of a multiyear partnership. It also has a similar deal with the Women’s National Basketball Association’s and the NBA G League’s finals.

The deal is part of YouTube TV’s broader effort to raise awareness of its TV streaming service. YouTube TV has had similar deals with Las Angeles FC, the Seattle Sounders, and with Major League Baseball (or MLB) for the World Series over the next two years.

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YouTube TV has increased its offerings

The 2018 NBA Finals will start on May 31. Most Americans will have access to ABC’s live broadcast through YouTube TV. YouTube is targeting sports fans in order to market its OTT live streaming services. YouTube TV was launched in April 2017 and competes with other OTT live TV services like AT&T’s (T) DIRECTV Now.

Live TV brought by OTT streaming services like YouTube TV has encouraged Americans to stop subscribing to traditional pay-TV, which has seen a slump in subscriptions. YouTube TV has recently expanded its service to include Time Warner’s (TWX) Turner-owned networks, NBA TV, and MLB Network, and increased its monthly subscription cost to $40.

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