Interview: Amazon in strong position to capitalise on Premier League coverage despite impact of Covid-19

29 April 2020

Photo: PA Images While Amazon has not disclosed viewing figures for its Premier League coverage, it said that “millions of customers” streamed the live broadcasts. It marked the first time a broadcaster has shown all 10 Premier League games live in a fixture round. Pictured is Jordan Ayew from Crystal Palace scoring the opening goal against Brighton back in February.

Amazon’s success is set to increase interest in Premier League rights from other streaming platforms, says sports marketing advisor Tim Crow.

Tech giant attracted record quarterly sign ups to its Prime service when it showed 20 games in December.

Increased demand for online entertainment and home delivery due to coronavirus likely to further boost Prime subscriber numbers in UK.

Data from Amazon coverage is helping Premier League develop its broadcast rights strategy and decide whether to launch its own direct-to-consumer OTT service.

Jonathan Dyson

Amazon remains well-placed to cash in on its broadcast of Premier League matches earlier this season despite the economic downturn in the UK caused by Covid-19, according to Tim Crow, an independent sports marketing advisor.

Data released earlier this year suggested that Amazon’s broadcasting of 20 Premier League games in December via its Prime Video service was helping drive a significant increase in the number of people signing up to Prime membership.

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