The World Championships have been struggling to attract the top players due to the fact that it interferes with the NHL playoffs. This means that if your team is still in, you have to decline the invitation. This lack of top players has negatively impacted public interest and ratings. Hopefully the addition of Connor Bedard, who recently
stood up against Gary Bettman can help attract some attention to the tournament. If Crosby decides to join, it would drastically increase the ratings and interest for this year's IIHF World Championships tournament.
Source - BladeofSteel:
Connor Bedard Expected to Play for Team Canada at World Championships