I think it's both, except they're too stupid to know how to socially engineer people. It's like Microsoft plastering mountain dew, doritos, and pussy on their consoles to get people to buy their shit.
As for the lack of content, that's bullshit and they know it. They're too damn lazy to actually come up with solid quality programming. I guarantee you if they had a couple hours of people like Bowen or Stoltz breaking down the game of football to make it more accessible to casual fans and even including more advanced stuff, ratings would go through the roof. Fans want to get to know their team's players and the game better, and right now other than basic due diligent work there's no accessible path for the layman to start trying to do that. I mean at least Your Boy Roy provided a perspective into the game itself and helped me personally understand the ins and outs of the game. What does NFLN have equal to that? Former players dicking around with their ovaries making obvious statements? Plus, there's 32 teams in the fucking league. You could dedicate half an hour to each and practically get a day's worth of content.
But no, it's easier to fuel the engine of click-bait as content than give us something that could make us better fans and entertain us at the same time.