I don't know about that, NBA has tried to work with social media platforms like FB/Twitter etc to stream their games, and their request was actually declined as they cited the fact that their consumers are more interested on short clips rather than full games, so it won't be profitable for them to be streamers for the games.
This is generally a trend in many aspects, Andrew Schulz once talked how in comedy it was changing his videos into short ones rather than whole stand up, that turned his career and put him on track, as most people would watch clips for few minutes rather than a full 1hr video, which became the norm after that.