Dev Sethi, a sports industry expert, delves into the athlete-driven media landscape and its booming economy. He discusses how platforms like TikTok and Instagram have transformed athletes into personal brands, directly engaging fans. The conversation also explores the impact of the NCAA's NIL policy on college athletes and the challenges traditional media faces in connecting with audiences. Sethi highlights the long-term implications for sports media as athletes leverage their influence and push for greater representation in the industry.