Next in Media talked to Sportico sports media reporter Anthony Crupi about why on demand streaming on Peacock plus old fashioned prime time might work for the Paris Games. Plus his thoughts on NBA rights, the rise of women's sports, and MLB marketing stumbles.

Takeaways

• The Olympics may not achieve the same live audience numbers as in the past, but NBC could still generate decent ratings by combining live coverage with prime time programming.

• Younger generations consume media in shorter, fragmented formats, which may impact their interest in watching live sports events in their entirety.

• The lack of a 'big bad' or a unifying narrative in the Olympics, along with societal and political divisions, may affect viewership.

• Co-viewing with family members remains a strong factor in sports viewership, but the trend of individualized screen consumption is prevalent among younger audiences.

• Traditional media companies are facing challenges in competing for media rights, especially with the rise of streaming platforms and non-traditional advertisers.

• The NBA's decision to divide its media rights among multiple players reflects the changing landscape of media consumption and the value of broadcast reach. Networks face obstacles in terms of legal limitations and financial sustainability.

• There is a demand for women's sports, but the limited inventory poses a challenge.

• Broadcast television is declining, and younger generations have different viewing preferences.

• Baseball struggles with marketing and attracting younger audiences.

• The media industry is constantly evolving, and there are challenges in balancing content and revenue.