The Attention Shift

NBC just handed YouTube the keys to American live sport. Google's $11 billion quarter proves YouTube can win a World Cup without owning a single right. And the PGA Tour just took the commentators out of its broadcast entirely. Ed and Andy unpack what's actually happening to the definition of a sports broadcaster this week.They cover the NBCUniversal and YouTube global partnership, the ESPN and YouTube TV integration, Alphabet's Q2 earnings pinning $11 billion to the World Cup, the Premier League's Coast to Coast US activation fronted by Ed Sheeran, Juventus becoming the first European club to broadcast a match inside a video game via EA Sports FC Mobile, and the PGA Tour's announcer-free stream trialled at the Rocket Classic.To listen to every episode of The Attention Shift, head to dizplai.com.Got a question for us, or want to join us as a guest? Email hello@attentionshift.media.CHAPTERS00:00 Intro00:35 NBC and Disney hand YouTube the keys to American live sport06:40 Google's $11 billion quarter and YouTube's World Cup win14:51 Premier League's Coast to Coast US play with Ed Sheeran21:29 Juventus becomes the first European club to broadcast in a video game26:59 PGA Tour cuts commentary at the Rocket Classic35:16 Wrap

Tony Pastor is the co-founder of Goalhanger, the podcast network behind The Rest Is Football, The Rest Is History, The Rest Is Politics and the rest of the slate. His deal with Netflix put a daily football show on the largest streamer in the world for the entire World Cup. It became the first podcast in Netflix history to break the daily top 10s.Tony returns to The Attention Shift six months on from his first appearance to break down what the numbers actually showed, why Netflix has extended the deal for the next two Premier League seasons, how Goalhanger's Accelerator programme is backing the next generation of creators, and why talent has quietly become the real platform.To listen to every episode of The Attention Shift, head to dizplai.com.Got a question for us, or want to join us as a guest? Email hello@attentionshift.media.CHAPTERS00:00 Intro03:19 Breaking Netflix's Top 10s09:00 Live viewing, daytime and mobile12:00 Short form and 400 million views22:00 Talent as the new platform30:00 Netflix's Premier League extension35:00 Goalhanger's Accelerator programme

YouTube just told brands the real fan attention isn't the game itself. It's what happens for hours before and after. This week Ed is joined by Andy Marston to unpack the shift from event to surround sound across sports, media and the creator economy.They cover YouTube's Creator Pulse report and its 66% Gen Z stat, Unrivaled's sold-out Coffee Club in Chicago, Caleb Hammer's move to build a second front door around YouTube's 30% membership cut, TikTok Shop's ban on AI voices in live shopping, and Netflix's course-correction on the Home Run Derby after a rough first MLB broadcast.To listen to every episode of The Attention Shift, head to dizplai.com. Got a question for us, or want to join us as a guest? Email hello@attentionshift.media.CHAPTERS00:00 Intro00:10 YouTube's Creator Pulse and the surround sound of the game06:12 Unrivaled's Coffee Club sells out in an hour11:30 Why Caleb Hammer built a second front door19:08 TikTok bans AI voices in live shopping22:20 Netflix fixes its MLB broadcast30:00 Wrap-upSHOW NOTESThe Sports Pundit Newsletter Sports Pundit Social Club Andy Marston LinkedIn Ed Abis LinkedIn

This week Ed and Andy break down FIFA and YouTube's first-ever Creator Cup at Central Park with iShowSpeed (6.2M live viewers), why Netflix is trying to become Instagram with a new video-licensing deal, how Como 1907 is opening its match data to Google DeepMind for a two-day AI hackathon, why MLB just signed Indian cricket star Suryakumar Yadav to crack India, and Chelsea becoming the first Premier League club to launch an official Strava presence with a run club playbook copied straight from PSG.To listen to every episode, head to dizplai.com. Email hello@attentionshift.media to be a guest.Chapters00:00 Intro & Dagenham Event Recap01:11 Como's AI Hackathon With Google DeepMind06:14 Breaking Down FIFA and YouTube's Creator Cup13:36 How MLB Can Crack India via Cricket17:59 Is Netflix Trying to Become Instagram?22:15 Chelsea Copies PSG's Run Club Playbook27:00 Wrap-UpShownotesThe Sports Pundit Newsletter Sports Pundit Social Club Andy Marston LinkedIn Ed Abis LinkedIn

This week, Ed sits down with Sam Houlding, MD of B2B at Spotlight Sports Group. They unpack Spotlight Sports Group's "The Horse Racing Audience Opportunity" report, and horse racing's 200 million untapped fan opportunity. They get into why the sport has a product problem that isn't really about the product, the F1 playbook the sport could follow, what Melbourne Cup and Smart View are getting right, why fandom needs to come before betting, and the shared conviction that racing needs to unlock its next era.To listen to every episode, head to dizplai.com. Email hello@attentionshift.media to be a guest.CHAPTERS00:00 Intro & Sam Houlding on the Horse Racing Audience Opportunity03:00 Inside Racing's 200 Million Fan Pyramid08:00 The Product Problem That Isn't About the Product17:00 The F1 Playbook: Where Racing Could Follow26:00 What Melbourne Cup and France Galop Get Right34:00 Smart View, Betting, and the Case for Accessibility40:00 The Shared Conviction Racing Needs NextSHOW NOTESThe Horse Racing Audience Opportunity report: Spotlight Sports Group: Racing PostSam Houlding LinkedIn

This week, Ed sits down with Andy Marston, now the permanent co-host of the show. They unpack Tennis Australia's new partnership with the PGA Tour to deliver the 2028 Presidents Cup, Forbes' 2026 Top Creators list showing the top 50 hit $1 billion for the first time ever, Wimbledon's new BBC deal and the IBM AI features that follow, Meta's parallel plan to build and buy its way into prediction markets, and why YouTube just overtook Reddit as the top source in AI search.To listen to every episode, head to dizplai.com. Email hello@attentionshift.media to be a guest.CHAPTERS00:00 Intro & Welcome Andy Marston as Permanent Co-Host00:20 Tennis Australia Runs Golf's Presidents Cup 06:15 How the Top 50 Creators Just Made $1 Billion12:20 Wimbledon Extends BBC Deal + IBM's AI Rollout18:30 Meta's Prediction Market Play26:45 How to Get Discovered in AI Search30:50 Wrap-Up + Sports Pundit x Dagenham Event

The Attention Shift is a weekly news roundup covering sport, media, culture and the creator economy. Each episode Ed Abis is joined by a rotating co-host or industry guest to break down the stories shaping how the industry works now, built for senior sports and media professionals.This week Ed sits down with Andy Marston of Sports Pundit. They unpack the launch of Andy and Jamie Murray's new YouTube channel The Set, the BBC's first-ever creator watch-along sharing World Cup rights with the Sidemen, the Snapchat research showing Gen Z fans check their phones 10 times a match, ESPN's new first-party fan identity platform Fan House, and the PGA Tour's radical restructure introducing promotion and relegation to American golf for the first time.To listen to every episode, head to dizplai.com. Email hello@attentionshift.media to be a guest.CHAPTERS00:00 Intro & Welcome to Andy Marston00:30 Andy Murray's New YouTube Channel The Set08:30 The BBC x Sidemen World Cup Watch-Along15:00 Why Gen Z Fans Check Their Phones 10 Times a Match20:30 ESPN Just Built Its Own Fan Identity Platform24:30 The PGA Tour's Radical Restructure31:50 Wrap-UpShownotesThe Sports Pundit Newsletter Sports Pundit Social Club Andy Marston LinkedIn Ed Abis LinkedIn

The Attention Shift is a weekly news roundup covering sport, media, culture and the creator economy. Each episode Ed Abis is joined by a rotating co-host or industry guest to break down the stories shaping how the industry works now, built for senior sports and media professionals.This week Ed sits down with Rich Johnson. They unpack the BBC Sport app's record-breaking World Cup engagement numbers, how CazéTV just made YouTube history with 12.4 million concurrent viewers during Brazil vs Morocco, FIFA's record opening week and the strategy behind it, the Reuters Institute Digital News Report showing social media has overtaken TV as the world's news source for the first time ever, and why Kings League just cut half its staff weeks after drawing 120 million livestream viewers.To listen to every episode, head to dizplai.com. Email hello@attentionshift.media to be a guest.CHAPTERS00:00 Intro & Welcome to Rich Johnson00:30 The BBC's World Cup Innovations06:45 FIFA's Record-Breaking Opening Week and Cultural Strategy15:00 How CazéTV Just Made YouTube History20:45 Social Media Overtakes TV for News27:30 Why Kings League Just Cut Half Its Staff37:30 Wrap-Up

This week Ed sits down with Rory Natkiel, founder of Box Count and Chair of the Sponsorship Effectiveness Forum. They unpack the Sponsorship Effect, the largest analysis of sponsorship effectiveness ever done, with 92 case studies coded to IPA standards. The 3 to 1 gap between the top 30% of sponsorships and the rest. Why the industry has been measuring the wrong things for decades. Why live sport is the last mass moment in fragmented media. And the creativity problem holding sponsorship back from advertising's effectiveness curve.To listen to every episode, head to dizplai.com. Email hello@attentionshift.media to be a guest.