With modern tv/streaming, tickets aren’t a limited resource anymore, in the sense that by far most of the viewers are not in place live.

Sure, you could price live tickets following “normal” market rules, since you still have the practical limitation regarding the number of people living in reasonable distance from the stadium. The idea of using pricing to regulate demand/consumption for streaming services doesn’t really make sense the same way, since the marginal cost of another viewer is essentially zero.