Cricket viewership has reached it's peak. It will decline. Giving importance to cricket by overpaying for rights makes zero sense. Meanwhile advertisers knows the appeal of a niche audience when it comes to athletic events, football match or even a F1 Race. Content like WWE, F1, Champions League, Moto GP etc. are a better investment for broadcaster pay 3X, 4X than it's worth for cricket. Also these rights needs to be realistic. Otherwise then they will be forced to go into a pay per view or streaming model. Let's be real some broadcaster tried to sabotage other sports for cricket by making International sports a niche HD exclusive content. Thankfully, new competitors are bring a fresh change into the market.