The National Football League’s (NFLs’) television ratings, which have been declining for the better part of the past year, have become a point of national conversation. Why are fewer people now watching what has been America’s favorite sportfor more than a decade? Over the past year, many have suggested it is because a segment of fans were upset with Colin Kaepernick and other players kneeling during the national anthem. Most recently, the President put the social justice protests on the front page again. But are the President’s comments where we should be placing our attention if wereally want to understand what is going on withthe NFL and its ratings? Our intelligence suggeststhat it is actually the Battle for Consumer Time and, potentially, the rise of e-sports on which the media, sports organizations and sports networks should be focused.