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Those games can also be broadcast by NBC or CBS, as well as the NFL Network. “Amazon is experimenting, and $50 million is a drop in the bucket.”Īmazon will not have a monopoly on the 10 Thursday games included in the deal. “Five times the price is irrelevant,” said Michael Pachter, a research analyst with Wedbush Securities. It doesn’t hurt either that Amazon founder Jeff Bezos has a reputation for willingly absorbing losses so he can refine a business model.
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Other experts say Amazon’s subscription model will give the company some cushion to determine how to best deliver its football games, a luxury Twitter didn’t have with advertising revenue. The “NFL essentially used Twitter as a proof of concept last year to validate a new source of revenues which, while small in absolute terms, is already showing significant inflation and, more importantly, bringing additional bidders into the NFL orbit,” analysts for Barclays said in a note to clients Wednesday.
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“The NFL was a great partner to launch our strategy and we will continue to work with them to bring great content to our passionate sports fans,” a Twitter representative said.Īnalysts say the NFL viewed Twitter as a trial balloon for digital partners. Twitter declined to say whether it made a bid for next season’s Thursday package, but emphasized that the loss of the contract to Amazon did not change its commitment to adding more live content - including the NFL’s. “This helps kill the bullish Twitter narrative, that they will be the next worldwide player in live sports,” Nathanson said. However, Twitter shares have sunk more than 10% in the last year. When the deal was announced a year ago, it was billed as part of Twitter’s new live-content strategy to garner more users.
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Though Twitter paid only a fraction of what Amazon is paying for the NFL partnership, it broadcast the games for free and was beholden to advertising to generate revenue. “Amazon has a lot of infrastructure to support its core business,” Sebastian said. It’s another example of how the company’s expansion into areas like logistics and cloud computing exist to serve Amazon’s primary goal: getting people to buy more stuff from its website.
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Sebastian said Amazon’s investment in original content for its streaming TV service has helped boost the number of Prime subscribers. “Streaming ‘Thursday Night Football’ on Prime Video is a great step for us toward that vision, and offers tremendous new value for Prime members around the world.”
“Our focus is on bringing customers the best premium video programming, when and how they want to watch it,” Jeff Blackburn, Amazon’s senior vice president of business development and entertainment, said in a statement.
Though Amazon has never disclosed how many Prime subscribers it has, it’s believed to be in excess of 60 million, said Colin Sebastian, an analyst for Baird. The company would need to add over 500,000 new customers to cover the price tag for the Thursday NFL games. Amazon is betting that the NFL package will entice a host of new subscribers to join Amazon Prime, which gives customers access to streaming video and free shipping, among other perks, for a $99 annual fee.
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