How key are the three content pillars of TV viewing?

We recently put out research on the declining importance of sport as a driver for TV viewing among Millennials. Recent changes in TV content dynamics mean that the traditional ‘battering rams’ of premium sports and recent blockbuster movies—while still incredibly important overall—no longer represent the be-all and end-all of a TV content strategy.
The ascending importance of high-quality TV drama, eSports, digital-native content and the increasing access through SVoD and