I was in charge of all video data for one of the country's largest cable companies. I also worked on a suggestion team that consulted with ESPN around what content should be included for app viewing when they launched the SEC network, so I do know the territory. Right now, the pay TV world is becoming increasingly fragmented as the consumers move from a big, cable subscription distribution model to a model that goes toward streaming. It is no accident that the big streamers are owned by most of the same players (Peacock - Comcast/NBCU, Max - Warner Media/Discovery, ESPN+/Hulu - Disney, Paramount + - CBS/Viacom, Amazon, Netflix, and Apple). I guess the big difference in the approach this time is that schools need to prove that they can deliver sets of eyeballs. Since the streamers can track down to the individual device (something I helped pioneer in my Cable days :) ) the eyeball count is more important than ever and the need to supply fresh programming to those eyeballs.