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YouTube partners Rightster and MP & Silva to launch football channel
MUMBAI: YouTube, the world‘s leading video community, has partnered with digital specialists Rightster and international sports media rights agency MP & Silva, to bring the best of international football content to YouTube.
This partnership creates a new football channel on YouTube, Love Football, which will include highlights from Italy‘s Serie A, France‘s Ligue 1, US Major League Soccer, Brazil‘s Serie A and the Championship, FA Cup and Capital One Cup from England.
YouTube audiences can now access some of the best footballing action from around the world. In addition, Love Football offers fans the ability to subscribe to content on YouTube from their favourite leagues. Clips of interviews with players and managers, documentaries and behind-the-scenes footage are also part of the channel offer.
YouTube EMEA Senior Director, Sports Stephen Nuttall says, “We‘re delighted to be able to offer content from Italian Serie A, French Ligue 1 and other international leagues to YouTube‘s passionate football community around the world.
“Our ambition is to establish YouTube as a destination for goals and highlights and this deal adds another top league to YouTube‘s football offer.”
MP & Silva Group CEO Andrea Radrizzani said, “Launching Love Football on YouTube is an extremely exciting project for us. In addition to highlights clips our new channel gives us the ability to stream live sports content. We can now for the first time engage directly with consumers and football fans on a global scale.”
Rightster Founder and CEO Charlie Muirhead said, “We‘re delighted to be supporting MP & Silva with the exciting launch of the LoveFootball Channels on YouTube. The YouTube platform now has many amazing new features that sports fans will love. Rightster‘s audience development team in London and New York have already been busy working to alert fans and build the loyal and passionate subscriber base these channels deserve.
“For the first time, Rightster provides MP & Silva with centralised visibility and control of all its sports rights, including complex geographic restrictions and release windows, across both YouTube and all other platforms and publishers – allowing them to do the best possible job for each League.”
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
