Both the NFL and cable networks will likely drag their feet when it comes to reorienting entirely around streaming
of total TV ad revenue on major linear channels from September to November, per SMI data cited by MediaPost — well before the NFL's playoffs began in late December.
At some point, it's likely that streaming environments will dominate Super Bowl viewership — but as of now, professional sports streaming is still in its early days. Even though the NFL has been toying with streaming deals — it inked a 13-game, deal with Amazon to stream "Thursday Night Football" this past season, for example — viewership remains relatively low compared with linear.
As younger, digital-native generations mature, these viewership figures are likely to begin balancing out, but until then linear sports viewership will remain top of mind for advertisers.
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