It may be true that premium sports viewing has passed a historic peak but there is no sign yet of an end to inflation in the cost of the top packages. Premium sports remain the one category that can bring together massive diverse audiences live, in the modern fragmented viewing world, and present an attractive target for advertisers. At the same time, it exerts the strongest pull for gaining subscribers, which is why it has drawn attention from all the big OTT players except Netflix, which sees it as an unwelcome distraction from its core business built around series and binge viewing. The question for the others is the extent to which they can and will compete globally on all…