National Football League, Amazon Expand Streaming Deal

The National Football League and Amazon April 29 announced a new multiyear agreement to live-stream “NFL Thursday Night Football” to a global audience across myriad compatible devices.

The deal also includes Amazon’s rights to stream one regular season game globally on Prime Video and Twitch, which will be played on a Saturday in the second half of the 2020 NFL regular season. The game will also be televised in the participating teams’ home markets.

Financial details were not disclosed but media reports say it exceeded the previous $65 million annual deal. The NFL and Amazon first partnered to distribute Thursday Night Football during the 2017 season.

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Amazon Prime Video and Twitch will stream 11 Thursday Night Football games broadcast by Fox, which will be available to more than 150 million Prime members worldwide, and in more than 200 countries and territories on the Prime Video and Twitch sites and apps across connected living room devices, mobile phones, tablets and PCs.

All Thursday Night Football games will also be distributed in Spanish on Fox Deportes and are expected to be simulcast on NFL Network, continuing the league’s “tri-cast” model of broadcast, cable and digital distribution.

“As our relationship has expanded, Amazon has become a trusted and valued partner of the NFL,” Brian Rolapp, chief media and business officer for the NFL, said in a statement. “Extending this partnership around ‘Thursday Night Football’ continues our critical mission of delivering NFL games to as many fans in as many ways as possible both in the United States and around the world.”

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Thursday Night Football on Prime Video and Twitch will continue to offer interactive features like X-Ray and Next Gen Stats powered by AWS. On Prime Video, members can choose to watch the Fox broadcast, the Fox Deportes Spanish language coverage, and from multiple alternative audio options exclusive to Prime Video.

There was no mention whether Prime Video will continue offering play-by-play commentary/analysis option from Hannah Storm and Andrea Kremer — the first all-female NFL announcing team.

In 2019, Thursday Night Football delivered an average audience of 15.4 million viewers, including Fox, NFL Network, Fox Deportes, NFL digital, Fox Sports digital, Prime Video, Twitch, and Verizon Media mobile properties — up +4% versus the 2018 Thursday Night Football season average (14.9 million).

Digital streaming across Prime Video, Twitch, NFL digital, Fox Sports digital and Verizon Media mobile properties in 2019 surpassed an average minute audience of over 1.0 million — up +43% versus the previous year (729,000).

This multiyear renewal also features the Emmy-winning Amazon Original “All or Nothing.” Produced by NFL Films, season five of the sports documentary series premiered on Friday, Feb. 7 with “All or Nothing: The Philadelphia Eagles,” available exclusively on Prime Video. Additionally, since 2017, the NFL has utilized Amazon Web Services as its official cloud and machine learning provider for the Next Gen Stats platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field.

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