As Sports Return, Virtual MVPDs Chart Their Return to Consumers’ Living Rooms

Services like Hulu and YouTube TV hope to capitalize on pent-up demand

The NFL returned earlier this month, almost half a year after most professional sports were shut down by Covid-19. And Hulu’s virtual multichannel programming distributor (vMVPD) service, Hulu + Live TV, had a big marketing campaign waiting to welcome its return.  

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This story first appeared in the Sept. 28, 2020, issue of Adweek magazine. Click here to subscribe.