YouTube TV has grown into a major player with roughly 10 million subscribers, but our team saw a clear opportunity hidden inside that success story. Research from Sling customers who switched from YouTube TV showed that News was the most-watched category for 69% of respondents, while 70% cited high pricing and 53% pointed to ongoing price increases as their reason for leaving.

Using those insights, we built a targeted campaign designed to win over cost-conscious news viewers. Our strategy focused on reframing Sling as the smarter choice for people who primarily want dependable access to live news without paying for oversized bundles and rising monthly fees.

We developed messaging, creative, and audience targeting centered on value, flexibility, and comprehensive news access. By speaking directly to the frustrations of YouTube TV subscribers, the campaign positioned Sling as the affordable alternative for viewers who wanted more of what they watch most, and less of what they don’t.