Amazon Prime Video and the NFL:
- Content deal with NFL: $13b over 11 yr for Thursday Night Football (TNF) games, starts 220915
- Offers deals & discounts on NFL gear & clothing to Prime members
- Partners with Draft Kings for sports betting
- Links to X-Ray (real-time stats) via Alexa
- Signs 5 sponsors to TNF: Little Caesars, DraftKings, Carnival Cruise Line, Audible, Mercedes-Benz
- Viewing beat internal expectations, resulted in a record number of sign-ups to Prime subscription
- Nielsen: 13.0m viewers watched 220915 (incl 1.16m from OTA broadcast) [average previous season on Fox & NFL Network: 12.8m]
Conclusions:
- The deal ranks as the #2 acquisition in Amazon's history.
- The US market is ready for streaming-only of live sports.
- There are lots of synergistic effects: Prime sign-ups, the use of Alexa, Audible sponsorship, partnership for betting, etc.
- Exclusive live sports is a major content category.
- Amazon is willing to invest heavily in Prime Video because it drives the Prime membership.
- Amazon may export the strategy to other countries where scale is sufficient and where the market is ripe for streaming-only (or streaming-first).
Posts
No comments:
Post a Comment