Record World Cup, NBA Finals ratings show live sports are TV’s most valuable asset (opens original article in a new tab)

Record World Cup and NBA Finals ratings show live sports are TV's most valuable asset. In a streaming-first world, live sports offer rare shared moments.

• Record World Cup and NBA Finals ratings highlight live sports as TV's most valuable asset.
• Live sports provide rare shared moments in a streaming-first world.
• TV remains a key platform for live sports despite streaming trends.