Amazon Prime is the Beginning Of Successful Premier League Streaming

Streaming Revolution Takes It’s Next Step With Amazon Prime’s Premier League Coverage

This week is the turning of the page, the dawn of a new era. This upheaval is a welcomed one, and will ultimately be successful one. This week begins the era of streaming live sports. Between Tuesday and Thursday, Amazon Prime will broadcast the first of two full matchdays of this Premier League season in the UK.

While plenty have streamed before, either “illegally” or legally with an OTT (over the top) provider like Sling or Fubo, it hasn’t quite hit the mainstream yet. Streaming remains still in the early stages.

That all changes now. Amazon has a fantastic set of matches lined up and the capability to parlay this tiny experiment into a monumental, tectonic shift of viewing habits and business surrounding soccer. And, they’ll make it wildly successful at the same time.

Streaming The Market’s Choice

First things first, online streaming already is and has been the market’s preference for several years for all forms of entertainment except live sports. Movies? Netflix. TV? Hulu, Youtube, Netflix, and more. Music? Spotify, Youtube, and others. Comedy? Youtube and Netflix. Books? Kindle and Audiobooks.

And that doesn’t even include how many radio shows, interviews, TV broadcasts, and more have turned into podcasts. Take the Joe Rogan Experience which might be the most watched program in the entire country as a podcast and free Youtube show.

While households with TV still vastly outnumber cord-cutters (those who have cancelled a cable subscription) and cord-nevers (those who have never paid for cable), the trend of getting rid of TV in favor of either OTT or just online apps like Netflix is increasing. Some outlets estimate as many as 50 million cord cutters by the year 2021 in the US with the numbers continuing to grow every single year.

At some point, live sports will add to that number.

TV Rights Money Decreasing

Sports have been on TV for decades now and the Premier League started broadcasting on TV with its inception as a competition in the 1990s. And since then, every broadcasting rights deal has increased. Until, the current one.

The current deal decreased in value domestically (UK) from £5.4 billion for 2016/17 – 2018/19 to £5 billion pounds for 2019/20 – 2021/22 cycle, which is practically unheard of in sports. Granted, part of that could come from Amazon Prime buying the rights to two full matchdays. Yes, it’s Amazon with deep pockets, but it’s still Amazon Prime testing the market for online streaming as well as the Premier League possibly testing the market for online streaming.

And they picked a great time to do it, the soccer aspect notwithstanding. Amazon Prime isn’t free, but with it, you can both watch all of the movies and shows available and get expedited delivery, along with many other perks.

When’s the best time for online deals, quick delivery, and more? Christmas. When is Prime showing two matchdays of the Premier League that customers must sign up to watch? Christmas time.

This is a match made in heaven as those who have been on the fence have the perfect time of year and crucial games with massive stories and title implications (more on that later). They can watch games, buy gifts at a discount, and get packages delivered quickly. What could be better?

And the games on offer on Amazon Prime are absolutely phenomenal and will attract eyeballs. Did Amazon know how well these matches would line up when they signed the deal? Probably not. Are they excited about this heavenly alignment of stars? Absolutely.

Midweek Madness

Amazon Prime has the privilege and luck of broadcasting Liverpool v Everton, a massive derby featuring the league leaders and current European champions. Last year, Divock Origi headed in the winner after an awkward bounce and subsequent miscue by Everton keeper Jordan Pickford and sent the stadium into a frenzy while everyone watching at home went wild as well..

Currently, Liverpool have struggled defensively as of late without keeping clean sheets. Moreover, they’ll be missing keeper Alisson due to a red card suspension and defensive midfielder Fabinho through injury. Everton have struggled in every department so far this season, but have put in good performances in recent weeks for their under fire manager Marco Silva.

All of these factors combine to create what will undoubtedly be an enthralling game. It’s going to be intense, good quality, and go to the wire. Fans will love it and so will Prime.

Also, Prime will show Tottenham as they travel to Manchester United, also known as Jose Mourinho’s return to Old Trafford. The pregame welcoming from fans for their former Portuguese manager is worth the price of Prime alone. But just imagine the theatrics coming from him should Spurs win or put on a good show. Slide down the touchline, anyone?

Boxing Day Eyeballs

The marque matchups don’t even end with midweek fixtures for the online giant. Their second matchday is Boxing Day (day after Christmas) a huge holiday in England and for the Premier League as all 10 matches take place the day after Christmas.

And since England is the only top league playing that day, or through the entire Christmas period on the whole, it’s always must see programming. And who does Prime have that day? Leicester v Liverpool. The current #2 in the Premier League hosts the current #1.

Not only is it a big match, but they already played the reverse fixture with the Reds slightly edging the Foxes in a hard fought, well played match.

Their Boxing Day rematch most certainly will not only grab headlines in the build up, but entice people to have Amazon Prime to top off and end their Christmas time on the highest of highs with an incredible matchup.

These are dream games for Amazon Prime with their first foray into the Premier League. A massive derby featuring two hugely supported teams, one of them being the current kings of Europe and league leaders. Another with a manager returning to his previous club which ended with an ugly break up and lots of resentment on both sides. Finally, a 90 minute affair featuring the top two teams with huge title race implications.

It simply doesn’t get any better than this for Amazon Prime.

Why Haven’t More Leagues Started Streaming?

The biggest reason leagues haven’t started streaming is because of money as TV companies can significantly outbid streaming companies and other start ups. However, the online companies have a unique advantage, especially Amazon, which is where they and the Premier League can make up the difference.

Advertising.

Hyper focused, hyper targeted advertising.

On TV, every ad is very generic because you must appeal to a wide ranging audience. You have to try to make everyone happy. Amazon, though, has a huge advantage with regards to this.

TV companies know your address and what you watch. Amazon, though, knows where you live, what you watch (on Prime at least), what you buy, how often, and so much more.

TV companies can put a Coca-Cola ad in the corner of the screen. Amazon can put an ad for Coke in the quantity you want because the company knows you buy a 24 pack every Sunday for the week ahead. Plus, you can click one button and order it to be delivered the next day without taking your eyes off the screen. TV can’t compete with that.

You’re a new father? Amazon can recommend diapers, wet wipes, and a bottle of Jack Daniels during the 30th minute with one-click ordering. TV can’t do the same.

Sure, selling of your information to advertisers may sound unscrupulous or an invasion of privacy. On the flip side, getting an ad for something you want or need appeals to you more than a generic ad that wastes your time because you’ll never buy it.

At first glance, it may seem as though Amazon is invading your privacy, which is a valid argument and concern. Overall, though, it seems to benefit more than hamper.

Amazon certainly can’t pay the same for broadcasting rights as Sky, BT, NBC, and others, but they can make it up in advertising and sales.

Streaming Is The Future

Amazon Prime may not be the future for the Premier League, but online streaming is. Maybe the league will stream games on its own, although outsourcing distribution to distribution experts like Sky, BT, and NBC is probably the smarter move.

They have an remarkable slate of games in the next few weeks that have lined up perfectly for them to take advantage of. And if something spectacular happens – a late goal, an upset, a managerial slide by Mourinho at Old Trafford – Prime can take advantage of that.

Clip the video, put it online, watermark it, and put a discount link to sign up.

Prime may not get the same viewership as TV companies do now, but online streaming is still in its infancy. They can and should capitalize on the streaming trend and make it their own. And if so, it’s reasonable they’ll make a large bid next cycle.

Maybe Prime buys the Sunday night weekly fixture and has over 30 games spread across a season instead of 20 games within a month.

Or, Prime could bid for the entire package. Who knows.

Amazon Prime Position

What is certain is Prime has a fantastic set of fixtures they must use wisely, and not just so they can line their own pockets. The only way for them to make money is to make customers happy. The better they do as a broadcaster, the more fans that are happy and satisfied, the more money they make. Everyone wins.

All forms of entertainment have moved to online streaming and live sports are the final entity to make the switch. And Amazon Prime couldn’t have a better set of games to help make the transition.

Streaming is here to stay and hopefully the trend moves beyond first movers to the mainstream. Everything is set up to do so. The Premier League, Amazon, and customers just have to accept it and embrace it.