And the Winner Was… 

I didn’t plan to weigh in on the Tyson-Paul fight. Staged spectacles aren’t typically my arena—but in terms of lessons for the future of media, streaming, and digital transformation, this event landed a decisive blow.

Netflix’s Crash Course in Streaming’s Future 

Let’s start with Netflix, one of the big winners. Not the winner, but credit where it’s due. What did they gain? A real-world stress test in delivering 60–65 million concurrent streams over the public internet. This wasn’t just a fight; it was a masterclass in network topology and live event logistics at scale. Did they stumble on production value? Sure, but that wasn’t the headliner. The big payoff was cultural relevance—they claimed the spotlight in the global conversation for days. The cost of this “education”? Likely somewhere between $75–$100 million when you factor in the purse, gate, streaming infrastructure, and production. Expensive, yes—but a strategic investment in positioning themselves as the undisputed champion of live-streaming content. In the fight for audience attention, Netflix is learning—and adapting—at an unprecedented scale.

Jake Paul: Social Media’s Monet 

Jake Paul, on the other hand, played a different game entirely. Love him or hate him, he understands the rules of modern media better than most. He didn’t just win the fight; he rewrote the playbook for attention economics. What he delivered was a social video and self-promotion masterclass—one that left traditional media gasping for air. The spectacle was as much about algorithms as boxing gloves, and Jake knows how to work both. This wasn’t just a win for him; it was a fatal uppercut to legacy media, a loud and brash declaration that streaming isn’t “the future”—it’s now. Watching him monetize spectacle and hype with such precision is like witnessing Monet paint, if Monet’s subject was clout-chasing content creators. Yes, he got paid to pummel an aging opponent, and yes, it was shameless. But it worked, and he’ll cash in again.

Iron Mike: The Comeback King of the Meta-Game 

And then there’s Mike Tyson. At 58, Tyson didn’t just survive; he transcended the fight itself. Whether the match was rigged or choreographed (because let’s be real, this is boxing), it didn’t matter. Tyson’s “win” was in showing the world that age, discipline, and reinvention can coexist in the streaming era. In a space obsessed with youth and virality, he reminded us of the power of nostalgia—when wielded with authenticity and hard work. For Tyson, this was a no-lose scenario. The meta-game was the real fight, and Tyson owned it.

The Real Takeaway: Traditional Media is Down for the Count 

The Tyson-Paul fight wasn’t just a spectacle; it was a watershed moment in the ongoing disruption of traditional media. It highlighted the irreversible shifts in how audiences consume content, where power lies in the creator economy, and the future of live sports streaming. Let’s break it down.

Live Sports Streaming: The Knockout Blow to Traditional TV and Radio 

Live sports have long been the crown jewel of traditional TV, propping up networks with exclusive rights and keeping cable bundles alive. But the Tyson-Paul fight—and events like it—show us what happens when live sports jump to streaming. With over 60 million concurrent streams delivered across the globe, this wasn’t just a fight; it was proof that massive audiences no longer need broadcast networks or cable infrastructure.

For traditional TV, this is a disaster. Live sports were one of the last bastions of appointment viewing, and now audiences can tune in from anywhere—phones, smart TVs, tablets—cutting the cord entirely. As streaming platforms improve their delivery capabilities, they’ll start acquiring more exclusive rights, peeling away the last bit of value holding traditional TV together. At the same time, radio—already struggling in the on-demand audio era—will find itself further marginalized. Events like Tyson-Paul thrive in a world of high-impact visuals, real-time social media reactions, and streaming commentary. These are environments where radio simply can’t compete.

What’s left for traditional broadcasters? Live local news, Niche audiences and aging demographics. The rest of the world will be following live sports—and the conversations around them—on platforms like Disney, Netflix, YouTube, FOX and yes maybe even TikTok and X.

The Creator Economy’s Rise: Jake Paul and the New Media Playbook 

Jake Paul’s role in this event underscores another seismic shift: the rise of the creator economy. Paul didn’t just fight; he orchestrated a multimedia event that monetized every aspect of his brand. This is the new blueprint for creators: build an audience, leverage social platforms, and turn attention into dollars. Paul’s success isn’t just about boxing—it’s about understanding that clout, controversy, and charisma can generate more revenue than a traditional studio or network ever could.

This shift puts power in the hands of individuals, not institutions. Creators like Paul are now driving the cultural conversation in ways traditional media can’t replicate. They don’t need executive producers, broadcast schedules, or even a studio. With a smartphone and a strategy, they can reach millions—and bypass legacy systems entirely. But they will use streaming TV and audio to reach that programmed audience.

This trend reshapes advertising, sponsorships, and media ownership. Brands are no longer looking to NBC or ESPN to engage with younger audiences alone, they’re looking at influencers who already have loyal, engaged followers and the streaming platforms with the largest scale. The traditional media gatekeepers are being replaced by algorithms and streaming newcomers, and the creators are the ones holding the keys.

The New Battle for Attention 

The Tyson-Paul fight wasn’t just entertainment; it was a showcase of how media is evolving into a hybrid of spectacle, interaction, and community. Streaming platforms are the new stadiums, and creators are the new athletes. This changes everything for traditional media, which has long relied on centralized control over content, distribution, and audience access. Now, anyone with the right formula can bypass the system entirely.

As audiences grow more accustomed to personalized, interactive, and on-demand content, the gap between creators and fans will continue to shrink. This isn’t just a blow to traditional media; it’s a complete redefinition of what media is. Traditional TV and radio may not vanish overnight, but their relevance is waning as streaming and creator-led events capture the hearts—and wallets—of the next generation.

Adaptation is no longer optional for legacy players or advertisers. The Tyson-Paul fight was the clearest signal yet: the future of media belongs to those who can innovate, engage, and monetize in the new attention economy. And right now, the creators and streamers are far ahead of the pack.

So what can an advertiser do? Size the percent of homes that stream vs consume traditional media. With this information, budgets must be reshaped to follow the eyeballs. Traditional TV and radio are no longer the place to spend the bulk of your budget. Streaming is the new TV and radio, followed by social platforms and retargeting. Your budgets should follow.