According to research author Dr Windsor Holden, “Even for free streamed sporting events, audiences are rarely in excess of a million – to recoup the cost of a successful bid, OTTs would need a paying audience of perhaps 10 million in some cases. But by 2021, when the NFL (National Football League) rights are due for renewal, we would be surprised if one or more OTTs did not bid for an exclusive live package.”
via Research says OTTs will soon bid for major sports rights | IP&TV News.