The streaming boom has massively altered how viewers consume sports.
At the time, the $13 billion, 11-year deal was viewed as a disruptive force that would forever alter the state of television and the status quo of sports media rights .
Yet, in the last two seasons, that strategy has begun to shift in what the league describes as "the next step" of its product.Similarly, Peacock will host one exclusive in-season game — a Friday night game in Brazil on the season's first weekend — after it aired an"You have to meet consumers where they are," Anthony Palomba, professor of business administration at the University of Virginia’s Darden School of Business, told Yahoo Finance.
And when it comes to sports on TV, the biggest audiences aggregate in one place: NFL football. NFL games on TV "It's in the league's best interest to start to create more skinny bundles or smaller packages that they sell," Adam Paul, executive director of TV at data company LiveRamp, told Yahoo Finance. "You're going to see more breaking down of the games or packages into smaller parcels because they can increase the fees that they ultimately get across all of their distribution.
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