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# Traditional TV still claims two-thirds of sports viewing, Inscape finds
- URL: https://www.medianexis.com/traditional-tv-still-claims-two-thirds-of-sports-viewing-inscape-finds/
- Published: 2026-11-02T15:23:51.000Z
- Updated: 2026-11-02T15:23:52.000Z
- Description: The Measure is reporting that Inscape data shows cable, satellite and over-the-air TV captured two thirds of sports viewing time in Q2, even without football in the mix.
- Author: The Signals Desk
- Tags: Streaming, The Measure: Data Dose newsletter roundup

**Why it matters.** Sports rights holders and buyers planning around streaming’s growth still need to account for traditional TV’s hold on live sports audiences, where football is not even a factor in Inscape’s Q2 count.

*Signal from* [*The Measure*](https://www.themeasure.net/?ref=medianexis.com) *·* [*read the original*](https://www.themeasure.net/how-traditional-tv-keeps-itself-in-the-game/?ref=medianexis.com)*.*