Sports is now the single biggest driver of live viewing, and everyone is scrambling to own a piece of it
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Photographer Christine Wang for Axios
CANNES, France — Sports is now the single biggest driver of live viewing, and everyone is scrambling to own a piece of it, sports and media leaders said at an Axios event.
Why it matters: Live viewing is the most monetizable content left in a fragmented media landscape, said Rita Ferro, president of global advertising at the Walt Disney Company.
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