Amazon has secured the rights to exclusively stream one National Football League playoff game next season on its Prime Video platform, according to a source familiar with the matter. The deal comes just a month after NBCUniversal’s Peacock became the first-ever platform to exclusively live-stream an NFL playoff game. The January 13 matchup between the Kansas City Chiefs and the Miami Dolphins was history as it was the most streamed event in US history, with over 20 million viewers.
In comparison, the Wild Card game between the Cleveland Browns and Houston Texans on January 13 drew in 29.2 million viewers across various platforms, including NBC, Peacock, NBC Sports Digital, NFL Digital and Telemundo. This made it the most watched Saturday NFL Wild Card game on NBC since 2014.
However, Peacock did not lose out on streaming a playoff game entirely. Instead, Amazon earned the deal by hitting certain performance benchmarks in their 2021 streaming deal with the NFL, which gave them exclusive rights to stream “Thursday Night Football” starting last season. Amazon reported a 24% increase in total viewership of “Thursday Night Football” this season and cited Nielsen in their announcement of their fourth-quarter financial results.
The November 30 Seahawks-Cowboys game attracted 15.3 million viewers, making it Prime Video’s most watched TNF game ever. Meanwhile, Disney’s ESPN announced earlier this month that they would be jointly launching a sports streaming platform with Fox Corp. and Warner Bros Discovery – who is also parent company of CNN – along with other media giants for sports content distribution across different platforms globally.
The NFL declined to comment while Amazon has not responded to CNN’s request for comment yet.
Overall, this move by Amazon marks another step forward in the evolving world of streaming sports content and highlights how companies are working together to provide more accessibility for fans worldwide while also competing against each other for exclusive rights and high ratings from viewers.