We were excited to see our research cited in a recent feature by Ryan Briganti, EVP, Head of Sports Sales at Paramount, exploring the rise of creator-led content in sports and the growing influence of fandom in shaping media experiences.

In the article, Briganti breaks down Paramount Advertising’s “CBS Sports Creator Studio” initiative—an effort that taps into top sports personalities and content creators to produce culturally relevant content that resonates with today’s fans. This work blurs the lines between sports, fashion, music, and entertainment, meeting Gen Z where they are.

Latitude’s video-based research platform, Lumiere, helped support this initiative by measuring audience impact and engagement—offering insights into what content connects most powerfully with sports fans today.

We’re proud to partner on work that pushes storytelling forward and brings the voice of the fan to the forefront of content innovation. Read the whole feature in The Peak, Paramount’s “guide on media trends and dispatches from the Mountain.”