Bold take time: Americans enjoy watching football. Like, a lot.
For all the pearl-clutching about how paying student-athletes would destroy the college game, for all the chest-pounding declarations that social justice messaging would crater the NFL, the numbers in 2022 tell a very different story. The farther we get from the generational disruption of the pandemic, the more it’s clear that American sports fans prize football over any other television option, much less any other sport, by a wide margin.
Baseball long ago gave up the fight against the NFL. As an expanded playoff looms on the horizon, the college version is throwing its weight around, and the evidence is clear: even in the NIL era, when players are at last receiving above-board compensation, interest in the college game continues to skyrocket. There aren’t many truisms in broadcasting that have survived the streaming era, but there is this: live sports still rule, and football rules all live sports.
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