It often feels like there’s nothing left to watch on Netflix. But then, when I’m about to cancel my subscription, new seasons of several exciting shows drop. Or some really cool old movies are added, like action-crime thriller “The Negotiator,” with Samuel L. Jackson, or “Scent of a Woman,” featuring Al Pacino’s Oscar-winning performance.
Streaming platforms have learned that subscriber fatigue is cyclical. Even when viewers feel they’ve “seen everything,” a well-timed content refresh with new seasons, older catalog additions, or feature upgrades can quickly pull them back in.
Netflix has mastered this strategy, but it’s hardly alone. Live-TV streamers such as YouTube TV increasingly rely on the same playbook, using timely channel expansions and feature upgrades to retain subscribers and attract new ones.
YouTube TV adds two new sports channels just before the Winter Olympics.
Proxima Studio/Shutterstock.com
YouTube TV’s recent moves and generous deals
Last October, things were a bit shaky for YouTube TV, amid a carriage dispute with Disney+ during which, for two weeks, millions of subscribers lost access to channels such as ABC, ESPN, the Disney Channel, FX, and National Geographic.
The dispute was centered around carriage fees, and during the blackout, YouTube TV began issuing eligible YouTube TV subscribers a $20 credit.
After that, the streamer made several major moves to retain current and attract new subscribers.
YouTube TV recent upgrades and deals:
- In November, the streamer rolled out new 24-hour sports channel NBC Sports Network, according to prior reporting by TheStreet.
- In early December, YouTube TV officially launched live C-SPAN channels (C-SPAN, C-SPAN2, C-SPAN3) on its base lineup — a long-awaited expansion of programming.
- Later that same month, the streaming service announced its plans to launch cheaper, genre-specific plans (including a sports plan) in early 2026 to give customers more flexible choices. Its sports-focused tier will include:
NFL
NBA
MLB
NHL
Source: TheStreet
- At the end of 2025, YouTube TV also launched a limited-time Verizon partnership deal, offering new subscribers with qualifying Verizon internet or mobile service $62.99/month for six months.
- The streamer also started 2026 with another promotional offer for new subscribers: discounted monthly price of $67.99 for five months (standard price is $82.99), according to prior reporting by TheStreet.
After all these recent moves, I wasn’t expecting anything new from YouTube TV so quickly, but the streamer has just quietly made another important upgrade, and its timing couldn’t be better.
YouTube TV adds 2 new sports channels right before the Winter Olympics
After recently adding NBCSN, YouTube TV has just expanded its offerings, adding two more sports channels just before the 2026 Winter Olympics (Feb. 6, 2026), reported Tom’s Guide.
YouTube TV subscribers were first to notice that the cable TV alternative has added NBCSN 2 and NBCSN 3, and they shared the news on the YouTube TV subreddit.
User Hdawg2209 started the thread, saying “Just noticed NBCSN 2 and NBCSN 3 appeared. You can add them to your custom guide, they are currently on the bottom. Not sure what they plan on doing with these channels but tonight’s second half of C2C NBA Tuesday is on NBCSN 3.”
More Entertainment:
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- Apple TV adds key feature Netflix dropped
Malcolm McMillan of Tom’s Guide reported that he doesn’t see these bonus sports channels yet, but assumes it is due to a slow rollout or user error on his part.
Luke Bouma of Cord Cutters News explained the importance of having these two channels at the same time, especially during special events such as the Winter Olympics.
“These channels are designed to alleviate congestion during peak events, such as simultaneous competitions or extended coverage that exceeds the capacity of the main channel. For instance, during multi-sport tournaments, one channel might focus on team events while another handles individual disciplines, allowing seamless switching for subscribers,” wrote Bouma.
YouTube TV keeps focusing on subscribers interested in sports content
For sports-focused subscribers, YouTube TV’s Multiview feature is an important perk during major sports events. The streamer actually improved this feature recently, responding to users’ requests.
The streamer reduced previous on-screen distractions, more specifically, the sound icon and bright border that used to remain on the screen now fade away quickly. They only reappear when you switch audio or change focus. This change made Multiview cleaner and easier to watch.
YouTube TV’s Multiview stands out as a major edge over competing streaming services. Although some rivals offer multi-screen viewing, they don’t match YouTube TV’s flexibility, especially with its “Build a Multiview” feature, which lets users mix and match nearly any channels they want on one screen.
Several recent updates, such as new sports channels, sports bundles, and improvements of the Multiview feature, show that the streamer has been focusing on subscribers who are sports fans. This appears to be a good strategic move, as a significant number of cord-cutters are interested in sports content.
In fact, “forty-three percent of Gen Z and millennials surveyed indicate a willingness to pay more for streaming video subscriptions that include access to live sports, although their engagement with live content remains to be seen,” according to the Deloitte Center for Technology, Media & Telecommunications 2025 Digital Media Trends survey.
The bottom line is that sports content is still one of the most powerful retention tools in live TV streaming, especially during major global sporting events such as the Winter Olympics, when viewers are less likely to cancel subscriptions mid-season.
What’s more, some users actually subscribe just during the main sports seasons.