Amazon has signed an exclusive deal with the National Football League (NFL). It has obtained streaming rights for a playoff game next season. Amazon Prime Video is expected to stream its first-ever NFL playoff in the 2024-2025 season. Amazon hit specific viewership metrics as it streamed Thursday Night Football. This led to a playoff deal with the NFL. Amazon has been investing in sports broadcasting to boost its Prime membership.
The Wall Street Journal was the first to report the news. It said that Amazon had got an offer to stream a playoff this year but did not take it up. Instead, NBCU, owned by parent Comcast, obtained the rights at a deal valued at over $100 million.
NBCUniveral’s Peacock streamed the January 13 game between the Kansas City Chiefs and the Miami Dolphins. The Chiefs won the game. The NFL Wild Card game became the most streamed event in the nation’s history, with over 20 million web fans viewing the game.
NBCUniversal has not lost out on rights to the 2024-2025 season. Instead, Amazon has exercised its rights to an exclusive playoff deal after reaching predetermined viewership metrics.
In 2023, Amazon Prime Video streamed its first NFL Black Friday game, where the Miami Dolphins won against the New York Jets. It hopes to make it a new Thanksgiving/Black Friday tradition on its streaming channel.
According to Nielsen, Prime Video also saw a 24 percent increase in viewership on its second season of exclusive Thursday Night Football (TNF), with a viewership of 11.86 million. The tech giant had 9.58 million web fans in the first season when it streamed TNF.
The success of the second season of TNF with a younger metric of web fans has increased the tech giant’s enthusiasm to invest in the NFL and sports. In a January statement Amazon Prime Video VP and global head of sports Jay Marine had said that they were building TNF on Prime as an “precious franchise” and that they were “just getting started.”
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