Viewers Returning to Live Sports, but Not Necessarily on Linear TV

Fans increasingly used vMVPDs and streaming for leagues' opening weekends, Roku says.

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Key Insight:

Media programmers have long predicted that months of pent-up demand for live sports programming would lead to record viewership (and robust ad sales) upon professional sports’ return to the airwaves—and as leagues like the MLB, NBA and NHL have resumed play, broadcasters saw some initial ratings spikes around early match-ups.

But the story around sports viewership’s return may shape up to be more complicated for traditional broadcasters.

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