How important is live streaming compared to traditional TV for racing sponsorships?

Live streaming has become revolutionary for off-road racing, bringing races directly to viewers' living rooms in ways that weren't possible before. While it's difficult to measure exactly whether streaming or TV drives more value, streaming appears to be where the industry is heading. People want to see events live as they happen. What makes streaming particularly valuable is that content becomes evergreen - viewers can watch later if they miss the live event, unlike traditional TV where missed content is rarely rerun. Additionally, racers can work with streaming producers to insert their own content during downtime if they plan ahead and know the format. Sponsors can also purchase commercial segments and discussion coverage within live streams, creating direct promotional opportunities.