According to recent reports from The Information and Bloomberg, Amazon is working on a standalone app specifically for watching sports. For Amazon, this is a clear indication of their commitment to expanding their Prime Video and live sports offerings. Amazon’s sports programming, which is already available on the company’s primary Prime Video platform, would benefit from the release of the dedicated app.
CEO Andy Jassy recently called live sports “a unique asset” that Amazon will continue to invest in, so this report makes sense.
Currently, Amazon has the exclusive rights to broadcast NFL Thursday Night Football, as well as select Premier League soccer matches and Yankees baseball games. In addition to the live games, Amazon has put resources into producing other sports-related content by releasing original sports talk shows on Prime Video and its ad-supported streaming service Freevee.
Amazon hasn’t announced when they will release their sports app on its own. Another possibility is that the company will decide to abandon the strategy altogether.
While TechCrunch attempted to contact Amazon for comment, the company did not provide any.
Amazon’s intentions with a separate sports app suggest the company is looking to capitalise on its existing investments in live sports in different ways. It is likely that the company will require a paid subscription in addition to the app’s purchase price in order to access sports programming, given the high cost of the necessary streaming rights. Amazon may also decide to launch a new subscription tier dedicated solely to its sports programming.
While many positions were eliminated as a result of Amazon’s recent review of its unprofitable divisions, the new report comes at an opportune time. Amazon still seems intent on investing in Prime Video and expanding its live sports streaming content, despite its current financial situation.
With more and more tech giants signing sports streaming deals, Amazon isn’t the only major company looking to keep investing in live sports content. Last week, Google’s YouTube made history by signing a streaming deal with the NFL Sunday Ticket. Alternatively, Apple now has the exclusive rights to sell MLB and MLS video games.
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