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A Conversation with YouTube’s Head of UK Sports: The Future Is Long-Form Video

YouTube’s Jonny Keogh gives us the trends, tips and strategies on creating video content that resonates with the modern fan and keeps them engaged

By: Erin Lent

As part of this year’s Winter Webinar Series, Stats Perform’s Ben Jermy sat down with YouTube’s Jonny Keogh, Head of UK Sports, for an in-depth conversation on how billions of fans worldwide are consuming sport on the leading digital video platform.

In this on-demand session, they dive into the evolving audience expectations that are reshaping what “watching sport” will look like in 2026 – and what it means for publishers, broadcasters and rights holders striving to stay ahead in a rapidly evolving media landscape.

Watch the full session by filling out the form below, then scroll down for five essential lessons from the conversation – from maximising long-form video to the future of digital sport consumption.

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KEY LESSON #1

The Modern Fan Journey Is No Longer Linear

YouTube’s scale and search-led discovery have redefined how fans encounter sports content. Highlights, tactical breakdowns, creator-led analysis and live moments now sit within the same viewing ecosystem, creating multiple entry points for audiences. Understanding these behaviours – and planning content around them – is becoming central to audience engagement and retention.

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KEY LESSON #2

Data Has Become a Foundation for High-Value Content

Opta’s data continues to underpin editorial, broadcast and digital output across the industry. The discussion outlines how structured, real-time and contextual insights help teams deliver analysis that is accurate, visual and aligned to how fans consume sport across platforms. Data is no longer a layer added at the end; it is part of the initial creative planning process.

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KEY LESSON #3

Content Strategies Must Adapt to a Multi-Format, Multi-Audience Environment

Short-form, long-form, live streams and in-depth deep dives all serve distinct but complementary roles. The webinar highlights why successful organisations are building flexible content frameworks that ensure every format contributes to a unified storytelling strategy, reaching fans where they are.

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KEY LESSON #4

Creators and Athletes Are Shaping New Fan Experiences

Partnering with YouTube creators and enabling athletes to produce their own content provides fans with alternative, personality-led experiences. Whether it’s live watch-alongs, behind-the-scenes vlogs or curated commentary, these approaches tap into communities, extend reach to younger audiences and add authenticity that traditional broadcasters alone can’t achieve. For rights holders, the lesson is clear: genuine partnerships and on-screen talent development drive deeper engagement and create new fan connections.

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KEY LESSON #5

Multi-Format Strategies Unlock Monetisation Opportunities

YouTube’s ecosystem of long-form video, Shorts, podcasts and live streams creates multiple pathways to engage audiences while diversifying revenue streams. From channel memberships and “Made on YouTube” live tools to integrated branded content, organisations that strategically leverage different formats can convert casual viewers into loyal fans, increase monetisation and engage audiences across owned and partner platforms.

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Success in today’s sports media landscape comes from combining data, creativity and multi-format content.

With the 2026 FIFA World Cup just around the corner, global sports teams and creators need to be ready to capture, engage and monetise fan attention like never before.

Watch our webinar, What Every Storyteller and Creator Needs to Know About World Cup Coverage in 2026, where OneFootball’s Patrik Schmudezki joins six Opta creator and product experts to dive into the insights, strategies and tools leading teams and sports media organisations are using to capture, engage and monetise fan attention ahead of the biggest event in global sport.

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