In a significant development for the world of sports streaming, Amazon is poised to make history with its first exclusive NFL playoff game broadcast. The tech giant, which has been expanding its footprint in sports broadcasting, will stream the much-anticipated playoff match between the Baltimore Ravens and the Pittsburgh Steelers on Prime Video. This marks a milestone moment in Amazon's ongoing relationship with the NFL, a relationship that dates back to 2017.
This move is a culmination of Amazon's strategic efforts to gain a stronger foothold in the sports streaming arena. In 2022, Amazon secured exclusive rights to the NFL's Thursday night schedule, a deal that highlighted the company's commitment to diversifying its content offerings and capturing live sports audiences. The current exclusive playoff broadcast deal for this year's NFL postseason, costing Amazon a substantial $150 million, further solidifies the company's position as a key player in sports broadcasting.
A Shift in NFL Playoff Streaming
Traditionally, the NFL playoffs have been the domain of established television networks such as CBS, Fox, NBC, and ESPN. These networks have maintained a stronghold on the broadcast rights for the NFL's six wild-card games, with one game typically available for auction each year. Last year, NBC made headlines by streaming a playoff game on its Peacock platform for a reported $110 million, setting a precedent for digital streaming of playoff games.
This year, Amazon's entry into the playoff streaming market signifies a major shift. The sixth wild-card game, the coveted spot up for bidding, now belongs to Amazon. For local fans in Baltimore and Pittsburgh, the game will remain accessible through local channels, ensuring that traditional viewing options are still available alongside the digital offering.
Breaking Streaming Records
As Amazon enters this new phase, there is curiosity around whether it can surpass existing streaming records. Netflix currently holds the title with 24.3 million streamers for an NFL event, whereas Peacock's record stands at 23 million for its playoff game. These impressive numbers set a high bar for Amazon, but given its expansive reach and established user base, there is potential for Prime Video to achieve significant viewership.
Prime Video’s exclusive access to the playoff game provides a considerable incentive for fans to either sign up or renew their subscriptions, with the enticing offer of a 30-day free trial for those new to the service. This move centralizes NFL fans on Amazon's platform, providing a competitive edge in the world of sports streaming.
Looking Forward
For Amazon, this venture is more than just a bid for viewership; it represents an evolution in how audiences can engage with sports content. By leveraging its technological prowess and extensive reach, Amazon has positioned itself as a central player in the ongoing transformation of sports media consumption. This playoff game could be the template for future collaborations between major sports leagues and streaming platforms, as the industry continues to adapt to the preferences of a digital-first audience.
As the Baltimore Ravens and the Pittsburgh Steelers prepare to face off, fans, analysts, and industry stakeholders alike will keenly watch how this streaming experiment unfolds. The game not only promises an exhilarating contest on the field but also a test of the robustness and appeal of digital sports streaming on a global scale. With the NFL opening its doors wider to streaming platforms, Amazon's foray into exclusive playoff broadcasting is poised to be a game-changer both on and off the field.