Since the mass adoption of streaming platforms, cable has taken a back seat with one exception: live events. For decades, we’ve associated live events with linear cable. We’re used to seeing major league sports games, award ceremonies and reality competition shows broadcast live on cable networks. Cable providers rely heavily on the revenue generated from live events like sports; in 2022, live sports events comprised 94 of the top 100 most-watched cable telecasts.
In an era of streaming increasingly reliant on advertising revenue, however, live events are taking over the OTT landscape. Netflix recently announced a live golf event with Formula 1 drivers and PGA tour pros; Max has launched a live sports tier to its platform housing coverage of the NBA, NHL, MLB, and more; Hulu’s OTT TV+ offering is now home to the Oscars, Grammys, and Emmys—the list goes on.
