Adam Kelly, chief of IMG, argues that sport offers a counterbalance to the rise of AI in media. As Netflix and Apple broaden their sports portfolios, the demand for live content intensifies. Kelly notes that media rights are shifting toward scarcity, retention, and measurable returns for global viewers everywhere today.

Kelly explains that scarcity drives premium pricing, while retention hinges on exclusive, high‑quality broadcasts. With streaming giants investing billions, the traditional model of ad‑supported packages is fading. Companies now chase data‑driven metrics to prove that sports content delivers tangible, measurable returns for investors and viewers who seek engagement and value.

Industry analysts predict that the next wave of sports deals will favor platforms that can bundle live events with interactive features. As Netflix and Apple test new subscription tiers, stakeholders watch for how these experiments reshape revenue models and audience loyalty in a crowded streaming arena for the global market.