I think that as the Boomers, such as myself, march in ranks towards our big step off this mortal coil, it will affect how media pays out for sports.
The Boomers have been the sports fans who have fueled stadium expansions and live sports TV watching with the attendant increases in media contracts. And the Boomers and their relative wealth have supported increased levels of athletic donations.
The Gen Xers and Millenials have different live sports watching habits.
A review of live sports TV watching noticed this:
With so many sports options across so many screens, fans of all ages—not just millennials—are watching fewer games and quitting them faster.
"From our analysis of Nielsen data, in the 2016–2017 regular season, National Football League (NFL) ratings among millennials declined 9 percent. However, the number of millennials watching the NFL actually increased from the prior season (from 65 percent to 67 percent of all millennials). The ratings decline was caused by an 8 percent drop in the number of games watched and a 6 percent decline in the minutes watched per game (down to 1 hour 12 minutes per game).
The same was true for Generation X for the NFL (a 6 percent decline in ratings, no change in reach) and for millennials and Generation X for the most recent Major League Baseball (MLB), National Basketball Association (NBA), and National Hockey League (NHL) seasons. Overall reach for sports on TV hasn’t declined; ratings have dropped because fans are watching fewer and shorter sessions.
In a world with so many sports options across so many screens, sports fans of all ages are clicking away from low-stakes or lopsided games."
The competition for eyeballs with a myriad of viewing options and more "sampling", will, I think, winnow down those games that catch the significant viewing minutes.