Next in Media spoke with Andrew Rosen, an analyst and author of the newsletter Medium Shift, about the struggles traditional media companies are having in catering to younger sports fans.

Rosen also talked about the various attempts at recreating sports bundles, and whether we're headed toward a world where all sports are available via streaming, yet fans are more confused and overwhelmed than ever.

Takeaways:

• The streaming industry is moving past the "streaming wars" phase into a period of rebundling. Companies are seeking ways to package content more efficiently while keeping consumers engaged.

• Successful media companies hyper-serve niche fandoms, as seen with the New York Times acquiring The Athletic and Crunchyroll’s anime dominance.

• Traditional media companies struggle with direct-to-consumer (DTC) strategies, while platforms like YouTube, Netflix, and Tubi personalize user experiences for higher engagement.

• ESPN faces challenges in making sports content discoverable. Apple is already outperforming ESPN in driving sports engagement through push notifications.

• Generative AI isn’t replacing creators—it’s giving them superpowers. Those with storytelling skills will thrive, while others may struggle.
• Many decision-makers in legacy media lack a deep understanding of DTC logic. A younger generation, raised in the digital age, will likely reshape the future.

• While sports streaming is growing, broadcast TV is still dominant. The real battle is understanding how sports fans engage and what they’ll pay for.

Guest: Andrew Rosen

Host: Mike Shields

Sponsor: ElementalTV

Producer: FEL Creative