In regards to growing a fan base in the US....
It never was attributed to what was being shown on tv. Its because of the fact that t&f is the highest participatory sport at the grass roots level. Some of those continued in college and fewer beyond. Typically, the hardcore fans are those that competed in college and beyond. Those that chose careers related and shared their passion with younger people. Those that looked anywhere they could to observe more from afar unless they could get there by their own resources to sit together with others who do the same including parents who support their own children in the sport. As a coach, I used recorded video, youtube etc to show the newbs what was possible from the past.
Realistically, you have to understand that the numbers for the sport arent going to grow much beyond that core group. People dont sit around and live vicariously through world class triple jumpers and hurdlers like they do football and basketball players who can purchase jerseys, be entertainded for 2hrs max and then look forward to next week. Maybe throw the ball around or shoot some hoops in the driveway. I am weird that I played track in the open lot with some friends as a kid. Threw round and flat rocks, vaulted across the canal etc...
Its up to YOU, the hardcore fans to teach young people about the sport. Not some screen or subscription. As Ive said many times before, I would much rather sit in the stadium any day than watch a broadcast from any platform to get the closest experience that the athletes have to UNDERSTAND what really haplened even if it meant sleeping in the car or tent and eating out of a cooler to save money.
What are you willing to do to get what you want in the experience or growing the sport? If not you, then who?
If you're that person, pay your fee, then share it with others and stop complaining about the sport not growing fans. Go out and coach some kids, build some relationships and help THEM pay it forward. Thats really the only chance to grow it.
You would be amazed at how big of a positive impact and contribution to the sport 1 person can make over 40 years as an athlete, coach, announcer and meet official.