Tonight’s “Thursday Night Football” game between the Bears and Packers will be the first of 11 NFL games live streamed on Amazon Prime. This past April, Amazon outbid Facebook, Twitter, and Youtube for NFL streaming rights.
Amazon will pay a reported $50 million to stream 11 NFL “Thursday Night Football” games. Last season, Twitter paid $10 million for 10 “Thursday Night Football” games. Twitter averaged 265,000 viewers last season, the expectation is for Amazon to receive a similar number. CBS and the NFL Network combined for over 12 million viewers during TNF.
The number of Amazon Prime subscribers is estimated at 54 million. Unlike Facebook, Twitter, and Youtube, Amazon customers pay to receive video. Amazon also offers advertisers added information by providing purchase data of Prime users in direct response to the ad catalog on the stream.
Amazon will carry four different feeds of the game. It will stream the U.S. CBS broadcast, as well as three different feeds in Spanish, Brazilian Portuguese, and a secondary English feed for the U.K. Play by play man Amando Quintero with Oscar Benitez as analyst will announce the Spanish feed. The Brazilian Portuguese feed will have Flavio Pereira on play-by-play with Nilton Batata as analyst. Tommy Smyth will be the color commentator for the U.K. with Ross Dryer on play-by-play for the first three games and Derek Rae for the remaining eight games.
Amazon will also launch its own pre-game show. The show will have an aspect of the home shopping network with former NFL player Tiki Barber and Australian Chef Curtis Stone as its hosts. Different NFL merchandise that can be purchased on Amazon will be promoted. If data shows streaming the NFL promotes more customers to make merchandise purchases on Prime, it could entice Amazon to invest more in broadcasting rights.