That's it in a nutshell, for many its just far too pricey these days and not value for money, but then SKY aren't alone in this as even streaming sites are now watering down what you get for current subscriptions by moving some of the content to other subscription channels they then set up.

Nobody using a firestick can moan that the deal has gone down as they are part of the problem with the lost revenue from sky and also not counting in the viewing figures l

And people who go to games are to blame too. There I am sat in the stand with rugby going straight in my eyeballs with not a penny going to Rupert Murdoch.

To be fair though Steve lost revenue from ex subscribers now using firesticks throughout the country doesn't seem to impact on what they are prepared to pay for Premier League rights.

Murdoch hasn’t owned Sky for a while.

Although all money flows to him and his ilk eventually.

The reasons RL rights aren’t worth much are much bigger than RL, although better governance, leadership and competitive balance would mitigate things, the sport is largely a victim of circumstances beyond its control. It has always had to adapt and it will again - to digital innovations, to medical concerns and to economic challenges. At the moment it does feel like we’re slowly heading back to a semi-pro game on this side of the world, unfortunately. A small reduction in the Sky fee is a big deal in real terms, given what inflation has been like over the last year or so.

Also could mean they get some income in from overseas channels, there are Sports channels out there wanting cheap filler, also people are increasingly betting on random sports from around the world, thats a big reason the NRL are taking games to Vegas.

People who use fire sticks must be responsible for the hike in pass prices next year because of the fall in Sky revenue

I thought the idea was to get more fans into the grounds.
Cant see how live screening all S/L matches will do that.
IMG also came in supposedly with a no fee model where they make their money on increased crowds.
Not that i believe that but if that were the case and they are part of this negotiating team on TV rights then its another nail in their coffin.
12 years might last two

There's also the chance that more coverage through TV audiences via Streaming ,C4 or Youtube besides Sky could give the game more exposure to a wider audience thus possibly encouraging new fans to take in a live game .

To be fair I don’t think that’s something that IMG can do directly as that’s surely down to each individual club be it SL or below. Creating better over all coverage for the game itself and getting more exposure will help the game get more fans in to the grounds. Whilst I’ve been a little critical of IMG there is only so much that they can do and I get the impression there is still a reluctance by certain sections of SL to get on board of move forward.
The clubs and game sometimes hinders its progression due to the internal politics and a narrow minded view.