More so than any other content vertical, live sports has become the litmus test for whether a video service can be regarded as ‘premium’. Offering a captive fanbase that is willing to jump through hoops to watch the games, as well as one or two zeitgeist moments of the calendar year which will draw astonishing traffic to whichever service is playing host, it is no wonder that sports rights is consistently a subject that attracts attention. Such demand is understandable when Media Rights Revenues (MRRs) for the top 16 leagues have more than doubled over the past decade. However, it also means that many projections can simply be a feedback loop of the surrounding hysteria and hype. The latest report…