Observed Signal · Mar 25, 2026 · Product Launch · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
Scripps Launches Women's Sports FAST Network
E.W. Scripps launched Scripps Sports Network (SSN), a 24/7 free ad‑supported streaming television (FAST) channel, on March 25, 2026. SSN is distributed across major CTV platforms including Roku Channel, Samsung TV Plus, Prime Video and Google TV Freeplay and is positioned as the FAST ecosystem’s first dedicated women’s sports network. The channel’s first‑year slate features 100+ live events (including PWHL, NWSL, MLV and WNBA encore telecasts), 10 original series (fronted by Suzy Kolber and Sanya Richards‑Ross), and acquired programming. State Farm signed on as SSN’s founding advertising partner. Scripps positions SSN as a development tier feeding ION’s national broadcast footprint and as part of a broader strategy to own scaled reach for premium sports inventory in FAST.
Adds scalable, premium CTV/FAST inventory and a national distribution tier for women's sports, creating new ad placements and a feeder path to ION’s 126M‑household broadcast reach — relevant to advertisers and publishers competing for CTV scale.
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Key Takeaways & Evidence Grounding
- E.W. Scripps launched Scripps Sports Network (SSN), a 24/7 FAST channel, published March 25, 2026.
- SSN is available on Roku Channel, Samsung TV Plus, Prime Video, Google TV Freeplay and additional platforms.
- First‑year programming includes 100+ live events: 10 PWHL games, 59 NWSL matches, 12 MLV contests, and 100+ hours of WNBA encore telecasts, plus originals and acquired shows.
- State Farm is SSN’s founding advertising partner.
- Combined WNBA and NWSL streaming viewership on ION grew 25% in 2025, per the article's reporting.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Scripps Launches 24/7 FAST Channel for Women’s Sports
The E.W. Scripps Company will debut Scripps Sports Network, a 24/7 free ad-supported streaming TV (FAST) channel, on March 24. The channel will air 100 live events across the year, focusing on women’s sports and emerging leagues, and offers premium advertising positions tied to live broadcasts. State Farm is a launch partner. Programming includes coverage of the Professional Women’s Hockey League (including its championship), the NWSL, Major League Volleyball, Pro Cheer League, Athlos NYC, National Arena League and the Scripps National Spelling Bee, plus 100 hours of encore WNBA content, an interview series hosted by Suzy Kolber, and acquired shows such as Kevin Hart’s Cold as Balls. The channel will be distributed on major FAST/CTV platforms including The Roku Channel, LG Channels, Amazon Prime Video/Fire TV Channels, Google TV Freeplay, Xumo, TCL platforms, Plex, Local Now and Tablo.
Scripps Doubles Down on Women’s and Local Sports
The E.W. Scripps Company is strategically expanding its sports programming and streaming inventory to prioritize women’s and local sports across its ION network, local TV stations and new FAST (free ad-supported streaming TV) channels. In an AdExchanger Talks interview, CRO Brian Norris described initiatives including WNBA franchise nights, National Women’s Soccer League matches and Professional Women’s Hockey League games on ION, plus a FAST channel that streams live events and original athlete-focused content. Scripps is packaging national, local and CTV inventory flexibly to meet advertiser objectives—reach, regional targeting or performance—and plans to present its sports portfolio during this year’s upfronts. The company frames the FAST channel as an alternative to subscription fatigue and paywalls, aiming to attract advertisers and audiences with free live sports and storytelling formats.
Scripps Secures Pro Cheer and NWSL Denver Rights
Scripps has secured multi-year broadcast rights to the new Pro Cheer League (in partnership with Varsity Spirit) and local rights for the NWSL expansion team Denver Summit FC. ION will exclusively air the five-event inaugural Pro Cheer season in early 2026, featuring four teams, and Scripps will carry all non-national Denver Summit FC matches on its local Denver stations when the team launches in 2026. The deals expand Scripps’s portfolio of women’s and emerging sports—alongside existing rights such as the WNBA and Major League Volleyball—and are positioned as a national, free over‑the‑air alternative to the struggling regional sports network (RSN) model.
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