Understanding the Modern Live Sports Viewing Experience

It’s all about the data, adapting creative and measuring impressions

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As TV viewership continues to shift toward streaming, we’ve seen traditional media channels make their content more widely accessible to digital audiences. And live sports, which has long been considered the last stronghold of linear, is no exception.

Within the past year, major legacy platforms including ESPN, NBC, Fox and most recently MSG have invested in streaming offerings. This is in addition to the established streaming players that have bought rights to live sports, such as Thursday Night Football on Amazon Prime. 

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This story first appeared in the April 2023 issue of Adweek magazine. Click here to subscribe.