I think there is a fundamental change across the world that’s been going on for the past decade or so.
Olympic viewership down in
France 20-75% down
Germany down 75%
BBC down 61%
You also have to factor in on-demand video, where you can go and watch the highlights of any event at your leisure. Plus the timezone differences make it difficult to watch events live anyway, so why not just go on You Tube and watch them.
Nationalism is passe. Now we need a one world team and they have one sport, defeat conservatives who love their countries.