Sports leagues are embracing mobile and online subscription offerings, finding that the new media outreach is not cutting into traditional viewing, according to an eMarketer study. Ad revenues are also significant for live streaming of sporting events with wide regional or global appeal. "Audiences use different screens in a fluid manner depending on time of day, location and other factors," said Paul Verna, eMarketer senior analyst, who notes the viewers often multitask "on laptops, smartphones and tablets even while watching on TV at home."

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