The CW recently announced exciting new streaming partnerships with ESPN and Roku. This move aims to broaden its audience and blend live sports with entertainment offerings.
With these deals, CW’s 800 hours of sports programming will be accessible on ESPN’s app. At the same time, CW’s entertainment shows will be available on the Roku Channel the day after their linear premiere. The CW also maintains its free app, allowing viewers to watch shows the next day.
These announcements come as The CW prepares its upfront presentation to advertisers. This follows Nexstar Media Group’s major acquisition of 75% of The CW in 2022, now increased to 81%. This shift is redefining the network’s identity, moving away from its former focus on young adult dramas to include more live sports, featuring events like college football and popular wrestling programs.
Brad Schwartz, CW’s President, highlighted the importance of partnering with a leader in sports like ESPN. He explained that unlike larger networks, CW lacks its own streaming service, making the partnership a strategic necessity. Schwartz noted, “Having a streaming solution is table stakes these days.”
While specific details of the deals haven’t been disclosed, they are described as revenue-sharing agreements that include promotional elements. Both ESPN and Roku will organize CW’s programming in a way that appeals to viewers, whether they are looking for specific genres or sports.
Significantly, The CW keeps the rights to sell ad space on these platforms. Dan Lanzano from Nexstar mentioned that the initial ad experience would mirror that of CW’s live broadcasts. As the partnership progresses, they plan to explore dynamic ad insertion to enhance efficiency.
The ESPN app, which has evolved since its launch in 2025, aims to amplify reach. Emily Horowitz, VP of ESPN Direct to Consumer Business, pointed out that this collaboration will boost their valued offerings to subscribers.
Roku, with its growing global reach—now at 100 million households per Nielsen—will also feature CW’s vast library and new programming like “Private Eyes West Coast” and “WWE NXT” the day after airing. Lisa Holme from Roku Media emphasized the importance of connecting quality storytelling with millions of viewers seeking engaging content.
This shift in strategy reflects broader industry trends where streaming services aim for diverse content to capture an audience that’s increasingly inclined toward on-demand viewing. With this partnership, The CW is stepping into a new era, promising viewers a mix of live sports and captivating stories to enjoy.
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