Afleveringen
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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 to break down five stories shaping how the industry works now, built for senior sports and media professionals.
This week Ed sits down with Ellie Walter from Dizplai. They unpack Premier Padel and Red Bull's new mobile game Court Legends, designed to fix padel's pro circuit awareness problem. Kings League's revenue model where less than 5% comes from media rights and 85% of fans are under 35. HMA's landmark PrizePicks partnership across 200+ local YouTube shows. TikTok's new Local Feed rolling out in the US. And Unilever's biggest-ever sports activation, moving half its marketing budget to creators for the World Cup.
To listen to every episode, head to dizplai.com. Email [email protected] to be a guest.
CHAPTERS
00:00 Intro & Welcome to Ellie Walter from Dizplai
00:30 The Real Reason Red Bull Built a Padel Game
06:38 Kings League's Creator-First Model
12:01 The Biggest Sports Media Deal of 2026 Goes to YouTube
16:51 TikTok Goes Local
22:15 Why Unilever Bet Half Its Budget on Creators
27:54 Wrap-Up
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Seb Losardo is the YouTube strategist behind 10 billion views. His client roster at Grow Media Club includes WillNE, John Nellis, Quadrant, Billy Wingrove, Laura Woods, and The Switch with Kevin Pietersen, collectively pulling 700 million views every month. Featured in Humble&Brag's 13 Best YouTube Strategists in the World as "The Professionaliser", he's the strategist who took YouTube from creator economy to media industry.
Ed sits down with Seb to unpack the journey from Sky Sports to founding Grow Media Club. The 40:30:30 rule that flips how most creators think about time. Outlier mining and how to find videos that 10x a channel's baseline. The strategy behind The Switch with Kevin Pietersen, which did 12 million views on its first upload. And what the next generation of athletes, Haaland, Bellingham, KP, are about to do to the World Cup.
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 [email protected].
CHAPTERS
00:00 Intro & Seb's Journey From Sky Sports to Grow Media Club
06:11 Building the Business: Year One to 700 Million Views a Month
17:03 The 40:30:30 System: Why Packaging Beats Content
22:00 Outlier Mining: How to Engineer Viral Ideas
37:33 Inside The Switch With Kevin Pietersen
44:02 The Athlete Landscape: Haaland, Bellingham, Ronaldo and What's Next
56:00 Wrap-Up
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Zijn er afleveringen die ontbreken?
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Joe Edwards, Marketing Director at Dizplai joins Ed for this week's news episode, stepping in as the first of several rotating Dizplai guest co-hosts. The five stories on the table all circle the same question: who actually owns the fan? From KSI walking away from the Sidemen to FIFA trying to identify every fan in a stadium, this week's news cycle is about identification, value exchange and the limits of free reach.
Ed and Joe break down KSI's shock exit from the Sidemen and whether it's real or a lost Arsenal bet. FIFA's new Fan ID, the most ambitious mass-identification play in sport history. MrBeast's Beast Industries entering the upfronts to compete for annual brand budgets. Fanatics' FanGraph advertising network, built on 2BN+ daily fan signals from 100M+ identified fans. And Tubi giving away the 2026 World Cup in 4K, for free, with no login required.
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 [email protected].
Hosted on Acast. See acast.com/privacy for more information.
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Esteban Gonzalez joined FIBA in 2015 on a three-month internship. Eleven years later, he's the Senior Digital Content Manager for FIBA 3x3 — a sport with 10 million followers, 1.1 billion video views and over $220M in media value generated for sponsors in 2025 alone. It's also the fastest sport ever to reach the Olympics — just five years from pro circuit launch to Olympic discipline.
In this episode, Ed sits down with Esteban to break down how FIBA 3x3 built one of the most efficient content engines in world sport. Why digital-first was a strategic choice, not a fallback. How brands like Mitsubishi Electric are buying teams rather than sponsoring them. Why Karl Lagerfeld and Elle want in. And the next bet, moving off-platform to own the audience instead of renting it.
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 [email protected].
CHAPTERS
00:00 — Intro & Esteban's 11-Year Journey at FIBA 3x3
05:30 — What 3x3 Is and How It Reached the Olympics in 5 Years
11:40 — Why Digital-First Was a Strategic Choice
18:20 — The $220M Media Value Engine, Karl Lagerfeld and Mitsubishi
27:50 — AI, Localisation and Content Across YouTube, Instagram and TikTok
35:50 — Trends Reshaping Sports Content and the Rise of Private Communities
39:30 — The Next Chapter for FIBA 3x3
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In May 2026, five of the biggest media companies in America stood on a stage in New York and explained how they plan to make money for the next 12 months. YouTube declared itself TV. Disney pitched fandom. Fox did the opposite of everyone else. The 2026 upfronts didn't reveal one winner; they revealed five completely different bets on the next decade of media.
Ed and Jo unpack the five biggest upfronts one at a time. Why YouTube has officially repositioned creator-led shows as premium TV inventory. What it actually means that Disney is now selling fandom instead of exclusivity. Why Fox has divested traditional networks and gone all-in on Tubi while Paramount and Warner Bros. merge. Plus NBC owning Sunday, Warner Bros. Discovery's pre-merger pitch, and the one network whose strategy stood out most to both of them.
New episode every Wednesday. Listen wherever you get your podcasts or at dizplai.com/podcasts. Want to feature as a guest or want a question answered on the show? Email us at [email protected]
Chapters
00:00 — Intro & Jo's News
01:00 — YouTube Officially Becomes TV
04:50 — Disney Sells Fandom, Not Exclusivity
10:15 — Fox Zigs While Everyone Else Zags
15:35 — How NBC Just Owned Sunday
21:00 — Inside WBD's Pre-Merger Upfront
26:30 — Wrap-Up & Farewell to Jo
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A two-time major champion just told reporters he'd rather grow his YouTube channel than go back to the PGA Tour. Bryson DeChambeau wants to play "tournaments that want him", and treats his 2.6 million-subscriber channel as the long-term career play. The player-as-creator thesis just went mainstream.
That's one of five stories Ed and Jo unpack this week. TikTok has hired Issa Rae's Hoorae Media to commission its first scripted Original Series. Duke just signed a first-of-its-kind college rights deal with Amazon Prime Video, and the Big Ten objected within 72 hours. The World Fencing League's blade-tracking tech turned every sword tip into a lightsaber trail and pulled hundreds of millions of views in a week. Plus FIFA walks away from a 50-year Panini relationship for a long-term Fanatics deal.
Chapters
00:00 — Intro
00:30 — Why Bryson Picked YouTube Over the PGA
05:50 — TikTok is Launching Its First Original Series
11:30 — Amazon Invests in College Sports
16:05 — Fencing's VIRAL New Tech
21:00 — FIFA Drops Panini After 50 Years
27:00 — Wrap
New episode every Wednesday. Subscribe to the Dizplai newsletter to never miss an episode. Want to feature? Email us at [email protected]
Hosted on Acast. See acast.com/privacy for more information.
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This week, Jo is joined by Robbie Spargo, Co-Managing Director at Little Dot Studios, one of the UK's leading social media and content agencies with nine billion organic views flowing through their network every month.
They cover where fandom is being built, why average view duration has overtaken raw views as the metric that matters, and what social commerce means for sports organisations trying to monetise their audiences.
Got a guest suggestion or question for Ed & Jo? Email [email protected]
00:00 Intro
02:40 Where fandom is built
04:49 YouTube becomes TV
09:31 Creators vs rights holders
16:30 Data and feedback loops
21:46 Super fandom as currency
26:00 The sports media ecosystem
31:11 Social commerce arrives
35:30 Wrap
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The fund that spent $5BN trying to build a global golf league just stopped writing the cheques. PIF is ending direct funding of LIV Golf after 2026.
The biggest sovereign wealth fund in sport just proved what every other backer already knew, you can't buy fandom on a tech-style timeline.
That's one of five strategic bets Ed and Jo unpack this week. Adidas is selling anime, not boots, six weeks out from the World Cup, chasing the Gen Alpha and female football fans most of the sport is sleeping on. iShowSpeed has been named Expedia's official travel partner, with a globe-style mini-site mapped to the places he's filmed. DAZN spent $100M on ViewLift to own the streaming pipes rather than chase rights. Plus the Circana forecast that $1 in every $10 of US retail spend could move through TikTok Shop by 2028.
Show Notes
Adidas Originals × streetwear anime World Cup drop.Expedia names iShowSpeed official travel partner.DAZN acquires ViewLift for $100M.Circana — TikTok Shop forecast to hit 10% of US retail by 2028.PIF to end direct funding of LIV Golf after 2026.New episode every Wednesday. Head to Dizplai.com/podcasts for the latest.
Want to feature? Email us at [email protected]
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The man who tried to build the European Super League just launched a fund that won't touch football. Andrea Agnelli is putting €100m into basketball, cricket, hockey and rugby instead. The most plugged-in operator in the sport thinks the valuation has peaked.
That's one of three strategic bets Ed and Jo unpack this week. Marc Jacobs has stopped making ads and started making a Rachel Sennett-fronted micro drama. The Financial Times has launched a standalone YouTube channel that hides the FT brand from the front door. Plus PayPal can finally prove a Connected TV ad drove a sale, and Powerade is treating the World Cup like a four-year platform.
Show Notes
Marc Jacobs' New Social Series.PayPal's Verified CTV Purchase Attribution Platform.Financial Times Launches New YouTube Series as Subscriber Acquisition FunnelPowerade's New World Cup Campaign, Power Your Fate.Andrea Agnelli's Sport Investment Fund.New episode every Wednesday. Subscribe wherever you get your podcasts. Want to feature? Email us at [email protected]
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In this episode of The Attention Shift, Ed sits down with Chris Sice, Chief Content Officer of the ICONS Series, to explore how a golf tournament played by elite athletes from other sports has become one of the most compelling challenger sports brands in the world.
From building a distribution network across 25 publisher partnerships, to achieving a 49.8% interaction rate through the audience engagement hub, Chris breaks down what it takes to build a digitally native sports property from the ground up and why most traditional sports organisations are still getting it wrong.
Want to read more? Head to the Dizplai website and check out the show notes. Got a topic or question for Ed & Jo? Drop us a line at [email protected].
Hosted on Acast. See acast.com/privacy for more information.
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Description: In this episode of The Attention Shift, Ed and Jo dissect Gary Neville's seven figure acquisition of Mark Goldbridge's YouTube channels, ask whether you can actually buy an engaged community, and explore what it means for fan creator consolidation across sport.
From UEFA quietly exploring a Champions League direct to consumer pilot, to Sky commercialising Soccer Saturday for the first time in 30 years, and YouTube staging its Brandcast at Lincoln Center to make a direct play for TV ad money, this week's stories all point to the same shift. The lines between broadcast, digital and creator are gone.
Want to read more? Head to the Dizplai website and check out the show notes. Got a topic or question for Ed & Jo? Drop us a line at [email protected].
Show notes:
The Overlap acquires Mark Goldbridge's YouTube channels in a seven figure deal.UEFA explores direct to consumer Champions League streaming pilot.Sky opens Soccer Saturday to integrated brand sponsorship for the first time in 30 years.Sport accounts for 60% of all US TV upfront ad commitments.YouTube Brandcast confirmed for May 13th at Lincoln Center.Hosted on Acast. See acast.com/privacy for more information.
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Justin Bieber performed for millions who weren't at Coachella through YouTube's live stream, engaging with fans in real time across seven simultaneous stages. The Nashville Predators have made every game free on a brand new local TV station, no subscription, no cable package. Golf's biggest YouTube creators have stopped competing against each other and launched a unified network selling sponsorship at TV level CPMs. YouTube is now letting creators clone themselves for Shorts. And Netflix Japan just proved that exclusivity can still win in a fragmented world.
Want to read more? Head to the Dizplai website and check out the show notes. Got a topic or question for Ed & Jo? Drop us a line at [email protected].
Show notes:
Coachella x YouTube 2026 livestream Nashville Predators go free-to-air Source Golf launches backed by Bolt Ventures YouTube AI avatars for Shorts Netflix Japan World Baseball Classic case study Jo's newsletterHosted on Acast. See acast.com/privacy for more information.
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Nearly 90% of sports organisations are seeing flat or declining revenue. The average rights holder can only identify 24% of their fanbase. And most are spending third party investment on athletes rather than the data infrastructure that could save them. Ben Wells, founder of PTI Digital and author of the Sports Leadership Benchmark, joins Ed to break down why the sports industry's revenue model is under more pressure than most leaders want to admit, what the data actually shows about fan anonymity, sponsorship squeeze and technology leadership, and what the organisations getting it right are doing differently.
Want to read more? Head to the Dizplai website and check out the show notes. Got a topic or question for Ed & Jo? Drop us a line at [email protected].
Show notes:
Download the PTI Sports Leadership BenchmarkDownload the Dizplai Anonymous Fan IndexHosted on Acast. See acast.com/privacy for more information.
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The NFL just gave 32 clubs permission to become media companies. Social as owned media, highlights on TikTok, in-game content now sponsorable, and clubs can now sell original content directly to streamers. All landing right before the league renegotiates its entire media deal.
OpenAI has acquired a daily live tech show that previously covered them as a subject. DAZN has launched a global creator programme timed perfectly to the World Cup. And 70% of publishers fear creators are stealing their audiences. Their response? Become them.
Want to read more? Head to the Dizplai website. Got a topic or question for Ed & Jo? Drop us a line at [email protected].
Show notes
NFL Teams Just Got the Keys to Their Own Digital Kingdom.OpenAI Buys TBPN.DAZN Launches Playmakers, the New Global Creator Programme.Daily Mail Puts 25+ Creators on Payroll.Reddit Opens Pro Publisher Tools to All. Views Up 46%, Comments Up 48%.Sponcon Sports newsletterHosted on Acast. See acast.com/privacy for more information.
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YouTube has launched an AI tool that lets brands find creators across three million channels with a single sentence. No agency, no brief. Tubi are running free creator-led alt-casts of every F1 race in 2026 alongside Apple TV, turning free access into a fan acquisition funnel. And the Savannah Bananas have made creator distribution an official rights tier, sitting alongside ESPN and the CW. Once one deal like this exists, the template exists.
We also look at KSI giving Dagenham a global audience and the Indiana Pacers building a media network from their fan base.
Want to read more? Head to the Dizplai website. Got a topic or question for Ed & Jo? Drop us a line at [email protected].
Show notes:
YouTube launches Gemini AI creator brand partnershipsTubi and Apple bring free F1 alt-casts to every US deviceSavannah Bananas make creator distribution an official rights tierKSI streams Dagenham live to 17 million subscribersIndiana Pacers launch Fieldhouse Media NetworkHosted on Acast. See acast.com/privacy for more information.
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This week Ed is joined by Phill Agnew, behavioural scientist and host of the UK's number one marketing podcast, Nudge. Together they unpack the findings from the Impulse Lab, Dizplai's flagship research into the psychological triggers that drive live shopping conversions.
Why is interruption failing? Why do countdown timers rank dead last as a purchase trigger? And why do story-first buyers feel better about their purchase 48 hours later than discount hunters? Phill brings the behavioural science, from the mere exposure effect to dynamic social proof, to explain what brands are getting wrong and what the best ones are quietly getting right.
Want to read more? Head to the Dizplai website and check out the show notes. Got a topic or question for Ed & Jo? Drop us a line at [email protected].
Hosted on Acast. See acast.com/privacy for more information.
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We're back with five stories in thirty minutes across media, culture and the creator economy. Tubi and TikTok have formalised a pipeline to turn short form creators into TV showmakers, but does a production structure kill the very thing that made them?
Peacock has rebuilt its app to scroll like TikTok and during the Winter Olympics, one in five short clip viewers converted into live stream audiences. FIFA has named YouTube its preferred platform for 2026, but is this a genuine strategy or damage limitation dressed up as partnership? MrBeast has launched Vyro, paying anyone up to $300,000 to clip his content, but with no curation, what does that do to the brand? And Meta is paying creators up to $3,000 a month to come back to Facebook. Will the audiences follow?
Want to read more? Head to the Dizplai website. Got a topic or question for Ed & Jo? Drop us a line at [email protected].
Show notes:
Tubi & TikTok Launch the Creatorverse Incubator Peacock backs social over broadcast The FIFA World Cup goes free-to-air on YouTube Mr Beast offers fans $300,000 in prizes for clipping Meta's big play to bring creators back to FacebookHosted on Acast. See acast.com/privacy for more information.
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In this episode of The Attention Shift, Jo sits down with Joe Bennett, Managing Director of Buzz16, to explore how sports content production has been turned inside out and what that means for everyone making content in 2026.
Joe breaks down why pre-production is now the most underrated skill in the industry, what broadcast can steal from YouTube and vice versa, and why the generalist has become the most valuable person in any production company.
Want to read more? Head to the Dizplai website and check out the show notes. Got a topic or question for Jo & Ed? Drop us a line at [email protected].
Hosted on Acast. See acast.com/privacy for more information.
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We're back again with five stories in thirty minutes across media culture, the creator economy and sports. After ITV's Six Nations ad backlash, FIFA has doubled down, putting ads inside "hydration breaks" at the World Cup.
Ed and Jo break down five stories from the week where sport and entertainment collided: in-match advertising, the New York Post's YouTube pivot, Major League Rugby's personality gamble, X Games ditching events for a full league, and March Madness landing in Europe for the first time.
Want to read more? Head to the Dizplai website and check out the show notes. Got a topic or question for Ed & Jo? Drop us a line at [email protected].
Show notes
FIFA to show in-match advertising during 2026 World Cup.The New York Post Launches Daily Sports News Show.Major League Rugby backs Personality over Technicalities.The X Games goes from event to league format. Disney brings March Madness to Europe.Hosted on Acast. See acast.com/privacy for more information.
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Another week, another Attention Shift. This week, Ed and Jo break down the Supreme Court’s bombshell AI verdict, creators prove they are the only reliable funnel to the next generation, and we dive into new research that challenges everything brands assume about live shopping.
We explore why the "no human, no rights" ruling is a ticking time bomb for automated media and how creators are moving past "rented" marketing to become the strategic owners of the boardroom. Plus, we reveal the data from Impulse Lab proving why your 30% discounts are failing and why countdown timers are actually triggering massive buyer regret.
Want to read more about what Ed and Jo are discussing? Head to the Dizplai website and check out the show notes! Got a topic for us? Or maybe a question for the team? Drop us a line at [email protected].
Hosted on Acast. See acast.com/privacy for more information.
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