When you look at how our fans are consuming our sport, we're at a very pivotal moment right now where a big chunk of our consumption is still happening on linear television, but you're seeing more and more migration toward streaming OTT products, and digital and social consumption. Fans are following the sport in new ways. We're at a stage right now where we have to win in the old world and in the new world in order to be successful.
It's largely a generational divide in terms of how folks are consuming our content. The key and the challenge for us is: How do we innovate in all those channels to really be successful and win? And then add to that the need to evaluate whether we're successful, and the need for cross-channel measurement.
Another challenge is the increase in regulation around data and consumers' reluctance to be personally identified. It’s part of the world we live in, and who can blame consumers after there have been so many high-profile data breaches. … As marketers, it's pivotal that we be able to continue to collect data and identify who our fans are. And there is a demand or a desire by consumers to get this personalized experience. But there's this reluctance to provide marketers with their data.
And so, those two things are in conflict. The challenge for us as marketers is: How do you make sure that when you are collecting data that you're using it in a responsible way and taking privacy and security very seriously? We don't want to burn bridges with consumers.