Who controls the TV remote as sports viewership shifts to streaming?

Sports ad spend is funneling from linear TV to streaming, presenting new opportunities for both buy-side and sell-side players, writes Standard Media Index's Darrick Li.
US viewers subscribe to an average of four streaming services, per 2021 data from Deloitte. And it’s not just shows and movies that users are consuming via streaming; sports, too, are airing across multiple platforms to users' enthusiastic consumption. 
With the 2022-2023 NFL season fully underway, this year will