Popular video-sharing platform YouTube has secured a deal with the British TV network BT Sport to stream the UEFA Champions League and UEFA Europa League finals live. This comes after news of Facebook making similar deals to air live-streams with Activision Blizzard, and is starting to reflect a growing importance of social media platforms in sports. According to reports, BT Sport is hoping the move will help them attract an audience from morepeople in the younger generation.

Popular Platform.

For its part, YouTube is one of the most popular platforms for video-streaming services, reportedly beating out Netflix, Hulu, Amazon Prime Instant Video, HBO services, and Crackle this past year among millennials, who is also the audience BT Sport is hoping to attract.

The move may prove especially beneficial for these BT Sport Soccer tournaments, as viewership was been slowing down over the past few years, with the recent Champions League coverage garnering less than 200,000 for average. By contrast, BT Sport’s competitor ITV managed to garner 4.4 million viewers last year.

One such upcoming stream,Seamen Milano vs Giaguari Torino, that will air on March 15, can be viewed below.

Sports Coverage in the Digital Era

Facebook and YouTube are not the only social media platforms to take advantage of making such deal with sports networks. Many popular websites are making deals with various sporting venues and networks, allowing their users to enjoy exclusive coverage and mobile, easy-to-access live-streams.

Twitter has recently made deals with the NFL to showcase Thursday Night Football games for the upcoming season.

Snapchat has also recently made deals with NBC to showcase exclusive coverage of the upcoming Olympics, which it reportedly hopes will promote video communication between its younger users over the events.

Yahoo also has plans to air the National Hockey Leauge games, Major League Baseball games and the Professional Golfers' Association of America Tour.

Competition between platforms.

It is expected, however, that the surplus of all these social media platforms joining forces with such sporting venues will lead to competition with each other.

For example, Facebook's moves may soon help them supplant YouTube as the go-to video-sharing site, and while Snapchatmay not intend to compete with YouTube or even Facebookon their video-sharing activity, it may soon help change theways for brands to promote coverage.

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