Sometime in the near future, the NBA will sign a new TV contract that will roughly triple the value of its current deal. The league is likely to get a $70 billion-plus windfall (from ESPN and, most likely, NBC Sports and Amazon) — even though the audience for professional basketball has been mostly static in the past few years, and well below its pre-pandemic state. Other sports have had similar ratings patterns in recent years (with the NFL being a planet-sized outlier). The catch is, live sports rank as maybe the single safest bet to bring a consistent audience to traditional TV, as well as an increasingly large carrot to dangle in front of streaming subscribers. It’s a paradox of
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