Sports streaming is becoming one of the most dynamic areas in media, where interactivity, data, and advertising innovation are reshaping how fans engage with live content.

At IBC 2025, Bedrock’s Director of AVOD and Adtech Strategy Tung Tran-Quang joined Kjetil Horneland, CEO of Ease Live, on OTTRed Spotlight with host Chris Redmond to discuss how new ad-tech capabilities and interactive experiences are driving this transformation..

The conversation explored how interactive features and advanced ad formats are changing live sports. As Kjetil shared, Ease Live has expanded its interactive tools across major sports leagues, from the NBA and NHL to UEFA and ATP tennis, creating new ways for fans to connect with the action in real time.

Tung explained that this interactivity is not only about engagement but about creating smarter, more valuable monetization. Together, Bedrock and Ease Live are developing approaches that move beyond traditional ad models, using client-side overlays, live data, and personalization to make ads more relevant and less intrusive.

Their collaboration integrates Ease Live’s SDK into Bedrock’s platform, giving broadcasters richer live sports experiences and more flexible ad-tech capabilities. The goal is to help rights holders and streaming partners optimize their advertising strategies, improve user engagement, and open new revenue opportunities across devices and markets.

Watch the conversation below:

As sports streaming continues to evolve, both Tung and Kjetil agreed that innovation in ad-tech, from interactive moments to AI-assisted personalization, will define how the next generation of fans experiences live sports.