The fragmenting of viewers is happening all over sports. I work on a property that was doing (still does) low TV numbers, but it crushes it on the live stream...
With the amount of people cutting the cord, the move to Amazon (Twitter, etc.) isn't necessarily bad. And even as the "mainstream" football audience erodes, there will always be people that want to watch - what better way to get them than to fish where the fish are? (hint:they're on the Interweb)
I can't wait until 2035 when TBD bids for the digital rights to Bills games! SDS, call me and my lawyer Hammer, in for the negotiations!