"Savvy rights holders are recognizing that technology has allowed consumer preferences to evolve," said Fred Santarpia, president at Endeavor Streaming, pointing towards the significant shift in how consumers engage with sports content.
Kenny Ager, global head of commercial development at sports agency WePlay, noted that "sports streaming is defying the broader trend of consumers moving away from fixed-term subscription video-on-demand services to more flexible or pay-as-you-go models".
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