• New York Times, Monday, May 3, 2010 12:59 PM

From skateboarding dogs and viral marketing coups to personal video blogs and election-year disputes, YouTube continues to push the limits of video content and online programming. According to The New York Times, the next frontier for the Google subsidiary could involve streaming live sporting events. The first major sporting event streamed live on YouTube -- an 8-team cricket tournament -- proved to be a big hit for Google India. YouTube carried the league's 60 matches live around the world, except in the United States.

About 50 million viewers tuned in to YouTube's I.P.L. channel -- 25% more than Google executives said they expected when they signed the deal in January. What's more, approximately 40% of those viewers were outside India. Meanwhile, sponsors included Coca-Cola and Hewlett-Packard. "Now," according to The Times, "Google is shopping for other events to show on YouTube in real time, a plan that could shake up the sports broadcasting world."

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