The NFL may be on a decline at the moment but that will level at some point and still be pretty high. The days of network and cable TV dominating NFL rights are over. DirecTV is in business because they own that contract. Don't expect them to have it when it runs out.
Apple, Amazon, Netflix, Hulu, Verizon, et al. are set to be big time players for NFL rights. The future of all media, including live events, is streaming. That's not an "image hit." It's a sea change regarding content delivery.