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# YouTube pays 30% more for a shrinking NFL Sunday Ticket
- URL: https://fabric.media/youtube-pays-30-more-for-a-shrinking-nfl-sunday-ticket/
- Published: 2026-09-15T20:40:12.000Z
- Updated: 2026-09-15T20:40:12.000Z
- Description: Sunday Ticket costs YouTube nearly $9 billion over its seven-year deal, up sharply from DirecTV’s roughly $1 billion final season, even as the NFL shifts more games into prime-time windows and leaves fewer for the package.
- Author: Fabric.Media Editorial
- Tags: Streaming, Deals, Nat Ives, WSJ Leadership Institute, NFL rights costs and YouTube Sunday Ticket economics

**Why it matters.** If rising rights costs price broadcast networks out of NFL games, negotiating leverage shifts to distributors rather than the league.

*Signal from* [*wsj.com*](https://wsj.com/?ref=fabric.media) *·* [*Nat Ives*](https://fabric.media/tag/by-nat-ives/)*,* [*WSJ Leadership Institute*](https://fabric.media/tag/by-wsj-leadership-institute/) *·* [*read the original*](https://www.wsj.com/cmo-today/the-nfls-shrinkflation-era-leaves-youtube-paying-more-for-less-3ce196e0?ref=fabric.media)*.*