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Field of streams: sports viewing changes

Evan Gershkovich, Kamala Harris, Jason Palmer, Tom Wainwright, Oliver Carroll, Holly Burman

Major media companies are reallocating substantial content budgets to live sports rights as streaming platforms capture one-third of Olympic viewership, prompting traditional cable networks to launch exclusive services while tech giants like Netflix enter the market to aggregate global audiences. Simultaneously, the US faces a critical diplomatic standoff after a Russian court sentenced WSJ reporter Evan Gershkovich to 16 years in prison on espionage charges, with both sides actively exploring potential prisoner exchanges involving high-profile detainees ahead of the American elections. In the domestic political arena, Kamala Harris's campaign leveraged the viral "Brat" internet aesthetic to energize younger demographics and close polling gaps, signaling a shift toward social media-driven engagement that challenges traditional polling and policy-focused messaging.