Many different streaming services are competing for our attention these days, but one of the most high-profile is undoubtedly Prime Video. Amazon offers a wide range of TV and movie content on the service, with recent eye-catching additions including the comedy sequel Coming 2 America. However, the platform may soon be home to some top American football action as well, if fresh reports are to be believed.
A new deal?
At the start of March, the Wall Street Journal exclusively revealed reports that Amazon is in talks with the NFL to offer a number of matches on Prime Video. The paper stated that the deal would see Thursday night games broadcast on the service, while it would focus on clashes that are not available on standard television outside of the regions of the sides involved.
News of such developments comes at a time when the sport has really been in the spotlight, with Superbowl LV recently being held. According to Deadline, CBS Sports figures suggested that the event had an audience of more than 96 million across a range of platforms, while it was also thought to be the most live-streamed Superbowl ever. The report outlined how it averaged around 5.7 million viewers per minute. The NFL is also thriving in other ways, with it notably becoming a key market in the sports betting world. Sites like William Hill now offer football odds on a range of related issues, including the draft, the division winners and the regular season MVP. It is also massive in video gaming, thanks to titles like EA’s Madden series.
Embracing the action
If the reports are indeed correct, it could be argued that Amazon may be using live sport to mark itself out from its competitors. For instance, while Netflix has high-profile documentaries like The Last Dance or the soccer series Sunderland ‘Til I Die, it does not tend to feature live sport.
In contrast, Amazon has really embraced the area in recent years and broadcasts top action from a range of different sports. For example, as the Premier League site explains, the brand has rights in the UK to broadcast a package of live soccer games from England’s top division. The partnership with the league first began in 2019/20 and includes 20 live matches a season. In addition, Amazon gives Prime members in the UK and Ireland the chance to watch a range of tennis action. The deal includes ATP and WTA Tours, as well as the US Open.
At the end of last year, there were also reports that the brand may be looking to gain rights to broadcast cricket in India. The Financial Times revealed how Amazon has the rights to stream New Zealand cricket in the country, while a spokesperson added that the company would consider other opportunities to get further rights related to the sport. Disney currently broadcasts the Indian Premier League and the country’s international cricket matches.
A major opportunity?
When all of that is considered, it really appears that Amazon has sensed a major opportunity when it comes to the domain of live sport. It will be interesting to see how matters develop in relation to the NFL, as well as whether the brand goes on to explore other areas in the coming months too. It will also be fascinating to see whether Amazon’s efforts lead to other streaming platforms considering similar moves.
Streaming has really taken off in recent years and is now a key part of how many of us watch all kinds of TV. With that in mind, it is perhaps not that outlandish to consider that it may soon become crucial to sport.