Amazon breaks down barriers, signs deal to stream Premier League soccer
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Amazon breaks down barriers, signs deal to stream Premier League soccer

In the UK, football (or soccer, as it’s known internationally) is the most popular sport in the world – and Amazon has somehow managed to pull off a first in gaining rights to stream it. The American Ecommerce giant has broken Sky TV and British Telecoms (BT) hold over the Premier League, and agreed Britain’s first-ever streaming rights package: it will have exclusive coverage of 20 matches a season online.

Amazon hasn’t disclosed how much it paid for those rights, but it’s been up front about how much it will charge for them: the matches will all be available to Amazon’s UK Prime Video members at no extra cost.

Amazon’s share price has risen by 42% so far this year

graph 0806 amazon

SOURCE: Yahoo Finance

Richard Scudamore, the Premier League’s chief executive, has been keen to bring in some kind of streaming deal – clearly, he’s seen the same TV advertising figures and streaming video on demand (SVOD) viewership numbers as we have in the Dominion offices. Amazon has been in negotiations for months against rivals including BT, which operates its own streaming service.

The Premier League deal is unusual in the SVOD world. Big players like Amazon and Netflix tend to prefer multi-country deals to national ones – it’s unquestionably the best way to spend money and make the numbers add up. But Amazon is beginning to deviate from this strategy and putting together a number of smaller region-specific packages.

The reason? Jeff Bezos, the company’s founder, chairman, and CEO, thinks that these local content deals will add value for Prime’s 100 million worldwide subscribers. Time will tell how well these deals play out, but one thing’s for sure: Bezos did not become the world’s richest man without knowing a thing or two about what his customers want.


Dominion holds Amazon in its Global Trends Ecommerce Fund.

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