Sport Loving consumers are needing deep pockets to view their favourite sports these days. To get most events covered, to start you need Sky and BT Sports. However keen tennis fans will increasingly need Amazon Prime Video to keep up with good quality tennis tournaments, that this year already included the US open and currently part of the 02 ATP finals being fought out by the top eight seeded players in the world. BBC covers lunchtime games and Amazon's Prime Video takes over in the evening, or you buy a subscription to Tennis TV.  I wonder if this viewing fragmentation will ultimately result long term in the loss of viewers who have too many calls on their pocket to watch several sports, or eventually be bothered to track down where it can be viewed anyway.

For example how many viewers would have looked forward to the Djokovic, Federer match at the 02 yesterday evening but couldn't view a classic Fed in full flow as BBC only showed the midday game and they might not have come to grips with an Amazon delivery service, now televising high quality tennis.