In the glorious era of television expected, the broadcast network will be built on a big reveal: timeline releases.

The fall schedule will be revealed, with media buyers able to glimpse the content displayed Friends or CSI guide.

In 2025, the schedule is still being released in the early stages, but this is not the fall lineup: it's an NFL game.

From NBCuniversal and Fox to Disney, the only connective tissue between YouTube and Netflix is ​​sports, especially the NFL, and each company uses its speeches to reveal the upcoming showdown that advertisers want to buy. Netflix and YouTube each have NFL specialist Roger Goodell to show himself (although only Netflix makes him wear a Santa-style jacket).

NBCUniversal uses its event to promote the NBA's return on NBC, causing John Tesh to perform a live orchestral performance of "a circle ball" and purported to be Michael Jordan Performance tonight Host Jimmy Fallon quipped: "Good morning. I'm so happy to be in the NBA pre-premium, I mean, the early stages of NBC."

Later that day, Fox was thriving on the stage as Tom Brady, Derek Jeter, Michael Strahan, Josef Newgarden and David Ortiz. Since selling its entertainment assets to Disney, Fox has built a business around sports and news while strategically working on some entertainment fares.

Walt Disney Co. opened with Super Bowl rivals Patrick Mahomes and Saquon Barkley, with Disney CEO Bob Iger joining the stage, which also includes a large number of Manning Brothers, Jason Kelce, New York Knicks and other athletes and ESPN personalities.

"How about those New York Knicks? I think there are more athletes here than last night," ABC late night host Jimmy Kimmel quipped in his pre-year baking. "So much sports. It's all sports. What happened? We used to be so gay."

Netflix has only been in live sports space for a few years, but has chosen to end the 2025 long-term cheerleading performance with Goodell, Dallas Cowboys owner Jerry Jones and Dallas Cowboys.

"The live sports caught our attention, they drew us in, gave us something worth talking about, and sometimes didn't even bring us together like the NFL did," Netflix Chief Content Officer Bela Bajaria told the crowd.

On YouTube, sports creator Ishowspeed announced a new series on stage, and Goodell revealed that the Los Angeles Charger will face the Kansas City Chiefs in the first exclusive YouTube game in Brazil later this year.

Even Warner Bros. Exploration, which lost its live NBA rights, leans towards sports in its events, highlighting the upcoming French Open and its NHL and college sports.

"Although our rights portfolio changes, our sports DNA remains the same," TNT Sports Chif Luis Silberwasser told the crowd.

The demand for the NFL is particularly high, with the release of the schedule and the appearance of Goodell. The league is obsessed with maximizing the impact of the game and growing the sport around the world, spending a lot of time thinking about the season’s streaming event games, from Amazon’s Black Friday and Christmas Primetime games to Netflix’s Christmas games to YouTube’s first exclusive games.

“When we consider continuing to move into new platforms, continuing to have already expanded platforms that have expanded widely, they already have a large NFL audience in them, such as Netflix, like Amazon now, like YouTube now, which are already extensive, and we think that the NFL platform could be a real win,” Hans Schroeder vp and of Execution dfl vp and coper of Covisher vp and coo,’’ the biggest streaming day in history, held three NFL games and the Marquises’ showdown throughout the day. ”

According to multiple top advertising executives from buyers and sellers, the logic behind the decision to tilt movement is understandable. Not only the facts, only the NFL can reliably claim to produce "the biggest streaming day in history."

A top media buyer told Hollywood Reporter Prior to the early stage, the scarce supply and huge audience live sports were emphasized.

Or as Disney advertising sales director Rita Ferro told reporters in this week's ESPN briefing: "Advertisers continue to show up for a very, very simple reason. The numbers prove that. It's the content."

Or as John Halley said thr: “A clear focus on movement and tentacles, which provides cultural experience…Advertisers are scrutinizing every dollar, they demand measurable impact, and motivation is in us for us.”

So Disney has started to touting 2027 when it will have Super Bowl, College Football Playoffs and Oscars and Grammys in the three-month window, while NBCuniversal will be sold for 2026 when it will have Super Bowl, Winter Olympics and NBA playoffs.

Entertainment, on the other hand, is now increasingly an on-demand game, a format used to program purchases and diversify market transactions. Media companies are trying to tie some entertainment venues to their sports, and highlighting the streaming commitment, despite how successful it has proven.

Then there was a cold, tough fact, at least on radio and television, the network strategically replaced entertainment time through live sports time, NBC alone replaced more NBA and WNBA games with NBA games only, and Disney also added more NBA and WNBA games to ABC.

And Disney has also added more NFL games. Last year's schedule was released on ABC for five Monday night games. This year's schedule doubled it to 10.

"The media landscape has changed a lot, and ESPN has seen a lot of changes throughout the asset portfolio," Schroeder said. "They are back with a suggestion and want to continue adding these simulated broadcasts. We think it's a great way to get more viewers and get more fans."