Amazon Prime’s tenure as one of the Premier League’s broadcasters is drawing to a close after six seasons, with the final matches to be streamed on their platform over the Christmas holiday. Fans can enjoy ten matches live on Amazon Prime Video during this festive period, marking the end of the streaming giant's brief but impactful foray as a key player alongside traditional networks.
The farewell to this partnership coincides with the Boxing Day fixtures set to air on December 26 and 27, where matches including Newcastle United versus Aston Villa and Manchester City facing Everton will be available for viewers. Fans can enjoy these games for free through Amazon’s 30-day trial, making it accessible even to those who haven’t subscribed previously.
This move marks both the end of Amazon’s experiments with live sports broadcasting in the UK and the beginning of the next chapter for the Premier League. According to experts, Amazon opted out after their current six-year deal, which began with the 2019-20 season, amid significant increases in broadcasting rights costs.
The backdrop of this decision is significant. The new broadcasting auction saw Sky and TNT Sports secure rights to 270 live games, valued at approximately £6.7 billion over four years, thereby solidifying their positions as traditional leaders in sports broadcasting.
Francois Godard, a senior media analyst, noted, “If you want to challenge Sky, you must put a lot of money on the table.” With substantial increases anticipated, Amazon concluded it was not financially viable to continue investing heavily where potential returns were unclear.
Amazon Prime’s football broadcasting began when they acquired rights to two sets of Premier League fixtures. Their intent was not just to deliver fans football but to drive subscriptions to their Prime service, which integrates various retail and entertainment offerings.
Throughout their partnership, Amazon effectively leveraged Christmas and the holiday shopping period to entice sign-ups, and their debut matches drew millions of viewers. The integration of matches with retail strategy led to record subscriptions, particularly during the busy holiday season. Up until February 2023, the matches averaged over four million viewers, showcasing Amazon's capability to blend sports with their broader business model.
Despite this success, the financial outlay required to continue was too steep. Reports indicated Amazon would have needed to spend up to ten times their previous commitments to remain competitive. “For the money Amazon spent, they will have been very happy. But it seems they got all the subscriptions they possibly could,” Godard said.
With Amazon stepping back, the Premier League will revert primarily to Sky and TNT Sports for broadcasting rights. This transition signals the league's return to its traditional roots, having previously made waves by introducing Amazon as a formidable player.
The introduction of Amazon Prime was celebrated as an opening up of the market, allowing more streaming options and potentially new competition. Richard Scudamore, the Premier League’s then-chief executive, remarked at the time how exciting it was to partner with such an innovative entity. “Amazon was called as exciting new partner for the coming seasons,” he noted.
Now, as the Premier League prepares for its next rights auction, their financial prowess remains evident. The successful auction has assured them financial stability, showcasing the league's enduring appeal globally. With multiple networks now stepping forward to broadcast games, the future of Premier League football appears secure.
While Amazon will no longer show matches after this season, their focus has shifted to other sports. The company has secured rights to stream Champions League fixtures, indicating their continued commitment to live sports but under different terms. Analysts see this transition as part of Amazon’s broader strategy to align its broadcasting interests with consumer habits.
“Amazon’s objectives are very simple and it’s all about driving the value and subscriptions around the Prime service,” said Paolo Pescatore, media analyst. While Amazon had initially sought to challenge traditional broadcasters within the UK, soaring costs and the need for consistent high-quality content led them back to their core business model.
Despite this set back for Amazon, there is reason for optimism among sports fans as the market grows ever more competitive. Streaming services are beginning to see value in exclusive sports content, leading some to speculate whether other major platforms may enter the fray. With Netflix recently acquiring rights for the Women’s World Cup and DAZN securing FIFA Club World Cup matches, the next few years could reshape how sports are consumed.
The decision to not re-enter the Premier League deal doesn’t mark the end of Amazon's interest or investment potential, but it certainly shifts the focus toward other global competitions. “Despite this current shift, live sports streaming will continue to see increased interest from various platforms,” Pescatore added.
The Premier League's divine right to top billing continues, even as it contends with the changing dynamics of how sports will be broadcasted. Predictions say as technology converges and platforms evolve, fans will enjoy more access to football than ever before, even if Amazon’s role is minimized for now.
