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Analysis
6 min read

The rise of Amazon in sports broadcasting

Amazon has famously achieved record revenues and profits over the course of the pandemic, but where is their focus to keep growing in the future? Recent activity suggests that sports will be a key part of the strategy.

  • Amazon Prime generated over €21 billion in revenue in 2020
  • From 2022-2033, Amazon will pay the NFL €8.5 billion each year for broadcasting rights
  • Amazon is involved in the broadcasting of football in each of the Big Five football nations, either for domestic or Champions League games

Amazon Prime has over 200 million members with access to Prime Video. The company plans to expand their streaming of live sports through this service, which is available in over 200 countries.

Amazon’s €735 million purchase of Twitch in 2014 provided a useful streaming source. Particularly popular amongst the younger generation, the service accumulated 18.4 billion hours of streaming in 2020. It currently specialises in eSports, demonstrating how Amazon already has a firm position in a fast-growing market that other companies, such as Facebook, are also trying to enter.