Sports and Short-Form Keys to Accelerating Europe?s FAST Growth, Says Wurl

Sports are an "accelerator" for ad-supported streaming in Europe with short-form sports content emerging as a key driver of engagement, says Keith?Bedford, GM EMEA at CTV data company Wurl. "As studios and sports broadcasters struggle to tie in major upfront deals and connect with younger audiences, new models for revenue and content discovery will be required," he says. "Short-form video could be one way we start to see sports content companies garner interest and boost engagement for their long-form and TVOD (transactional video on demand) businesses."