Traditional media is in trouble almost everywhere you look — except the one corner where the money keeps pouring in.
In this Prof G+ Deep Dive, Scott sits down with Axios correspondent Sara Fischer to unpack why live sports has become the most valuable real estate in media: the last thing audiences will watch in real time, sit through the ads for, and show up for by the tens of millions. From a record NBA Finals to a record-setting World Cup opener on Fox, Scott and Sara get into why 93 of the 100 most-watched broadcasts in America are live sports — and why that scarcity has set off an arms race over rights, distribution, and data.
They also discuss Fox’s $22 billion bet on Roku, why first-party data may be the real prize, and how live experiences — from the Sphere to the box office — are emerging as the next growth engine now that the streaming wars have plateaued.
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