Also have to remember their non-loyalty and churning is trying to get capitol to pay for the rights involved in sport. The sci-fi/specialist/drama shows are likely just a cheap aquired high gain bonus for them for non-sport watching. A lot of the time its not a case of 'outbid', but rather national entity can't afford. (or willing to)
It use to be a 1:1 battle with Canworks/TVNZ/Sky but the shift has gone more firmly in skys direction due to the sheer costs involved to think about it.
Similarly how netflix has had to gamble and take out $7b loans to cover the costs of new production, in the HOPE that subscribers will help in the long run
2017 further $1.1b added https://www.fool.com/investing/2017/04/24/yep-netflix-inc-is-taking-on-another-11-billion-of.aspx
NBCUniversal announced that it had acquired the television rights for the 2014, 2016, 2018 and 2020 Olympics, beating out ESPN/ABC and Fox. The entire package was worth $4.38 billion, making it the most expensive television rights deal in Olympic history. NBC paid $775 million for the 2014 Winter Olympics in Sochi, Russia, and $1.23 billion for the 2016 Summer Olympics in Rio de Janeiro, Brazil. NBC also paid $963 million for the rights to the 2018 Winter Olympics (to be held in Pyeongchang, South Korea) and $1.45 billion for the 2020 Summer Olympics (in Tokyo, Japan).
A whopping 47% of the costs come from selling the broadcast rights for the olympics they grab. Hence the *grumble grumble* to show FTA stuff on prime.. https://www.olympic.org/ioc-financing-revenue-sources-distribution
Rugby is likely tightly controlled, but hard to gauge. Given sky will pay for host broadcast feeds when offshore, while local games (which are super popular overseas due to the nations team) are sold out to broadcast to the other country providers via OSB - guess who owns them.
But with this, it does seem odd some of them are then shown FTA in other countries from the same outgoing feeds...