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About
Live sports is shifting from unified TV viewing to being scattered among streaming services. Rising rights fees and fragmented access are creating tension between maximizing revenues and maintaining a broad reach, reshaping strategies for both leagues and ad buyers.
Key Question: How is live sports viewership changing?
Key Stat: From 2023 to 2025, digital’s share of US time spent with live sports increased from about one-fourth to one-third, according to Inscape.
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Clients can find the full version of this chart later in the report.
authors
Ross Benes
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