As the streaming industry’s largest players continue to build out their advertising tiers, they are, unsurprisingly, following the old broadcast model of leaning into sports programming—truly the last vestige of the monoculture, and the most eventized live content for highly engaged fans and future buyers of automobiles, soft drinks, low-calorie beer, consumer packaged goods, and erectile dysfunction medication, alike. This at least partly explains why Amazon bid on the NFL, then went all in on the NBA, and why Netflix paid nine-figures to host its Christmas Day games and broker a deal with WWE—to say nothing of its extended recent foray into boxing.