If NFL commissioner Roger Goodell is sweating over the sport's steep ratings drop, he's not letting it show.
The double-digit downturn the National Football League has seen this season is largely the result of changes in media and technology to which the league is adjusting, Goodell said Thursday at the Dealbook conference in New York.
"These ratings are cyclical. They're a reflection of multiple issues," he said, while conceding that "bad games" also are a factor at times.
Among the changes the league is considering are more options for viewers and additional ways to consume sports, reflected in the NFL's outreach to social networks including Twitter, where it has live-streamed several games.
"You're seeing another shift here in the media world that we have been anticipating," Goodell said. "What you see here is a real shift in how people want to consume the media."