Media: YouTube, the most important platform in the sports sector, ahead of Instagram & TikTok (IMG)

The video platform YouTube (Google/Alphabet) ranks first among the most important platforms in the sports media sector, ahead of the social networks Instagram and TikTok, according to the Digital Trends 2026 report by the British agency IMG, published on 24/11/2025.

"If YouTube, which once again tops our table, is in the running, should other leading streaming services, such as Netflix, Amazon, and Disney+, be considered as well?

If YouTube occupies the top spot in our ranking, should other leading streaming services such as Netflix, Amazon and Disney+ also be taken into consideration? Similarly, OpenAI's Sora (text-to-video model) is too nascent to be considered for inclusion, but what about ChatGPT? That is a platform and underlying technology, which could become integral to the operations of many sports businesses over the next 12 months," suggested IMG. Several criteria were defined for the ranking, including reach, fan engagement, activations and their impact on commercial results.

"YouTube is almost peerless in enabling rightsholders in sport to reach new audiences across a…