No one. This is why climbing making it into the 2020 Olympics is going to create a lot more trouble for the sport than good. Generally, climbing (be it alpine mountaineering or more approachable "rock climbing") is horrendously boring to watch, except for other climbers.
Climbing, done well, looks almost effortless. No one wants to watch someone _not_ struggle.
I don't know how it will be monetized. Probably just via gear endorsements, like all the other sports. :(