Yeah, for events like the World Cup "scale" means sending the same broadcast to millions of receivers. That's already an unusual requirement, though. Major sporting events constitute the biggest use case, and perhaps even those will require something different in future if the next trend is something more interactive: VR or user controlled camera angles.
This is a legacy way of consuming material. More and more are using on demand first.
However the use case of live sport - especially football in the uk - is massively different. This means the platforms have to scale to 20 million plus live streams (that's say 100tbit and 5 second latency) for a once in 4 year event.
