Amazon Prime Video has obtained the rights to exclusively stream an NFL playoff game, according to a report from the Wall Street Journal.
This year was the first time a playoff game had ever been exclusively streamed. The Kansas City Chiefs took on the Miami Dolphins in the first round of the playoffs exclusively on NBC’s streaming service, Peacock.
Before this deal became known, NFL Commissioner Roger Goodell said in an article from Forbes that there would be more exclusively streamed NFL games in the future.
“To best serve our fans, we need to ensure games are available to them as their viewing habits change and this includes digital distribution as we continue to help shape the future of the sports and entertainment industry.”
Amazon already has experience exclusively streaming NFL games
Thursday Night Football has already been exclusively streamed on Amazon Prime. Amazon acquired the exclusive rights to stream Thursday Night Football in March of 2021. The agreement for the exclusive rights lasts from 2023 to 2033.
One stark difference between the exclusive streaming of NFL games on Amazon Prime and the exclusive streaming of NFL games on Peacock is the already existing subscriber base.
Amazon has over 200 million Prime members according to Backlinko.com. Peacock had 30 million users before the exclusive featuring of the Kansas City Chiefs and the Miami Dolphins, according to Variety Magazine.
This disparity in users meant a lot more people were going to have to sign up for this service for the first time.
Peacock lost a lot of money in 2023, but exclusively streaming an NFL playoff game was a bright spot for them
Despite NBC Universal streaming service Peacock’s record-breaking “subscriber acquisition moment” that came as a result of exclusively hosting the Kansas City Chiefs – Miami Dolphins NFL Wild Card matchup, they lost $825 million in the final quarter of 2023.
Peacock ended the year with 31 million subscribers, according to Indie Wire. 2.8 million of those subscribers came in the three days preceding the NFL playoff game, according to a data analytics company called Antenna.
The 2.8 million jump in subscribers in a three-day period was the highest ever measured by Antenna since they began analyzing the data in 2019. This includes things like the launch of Disney+ and several Super Bowls. The Super Bowls in question were not exclusively streamed like the first-round playoff game was.
The potential fallout from those new signups immediately canceling is yet to be revealed. It is too early to be able to tell if people got the service for the game and immediately cancelled it, or if they ended up being retained by Peacock.
The Wild Card matchup averaged 23 million viewers. This number was the lowest of any of the other playoff games that aired that weekend. It was the highest-viewed streaming event of all time, according to NBC themselves.
Fans are not happy that there will be more NFL games exclusively streamed.
Whata cash grab, Scam
NFL doesnt care about their fans just about ratings money
Crazy cause a lot of people who watch NFL are blue-collared people
It’s more and more obvious
By 5 years youll have to pay 200 dollars a year just to get a full showing of the NFL
— Mathew V. Liberto (@The_Suntrip) February 9, 2024
This will never end. Soon enough the Super Bowl will be pay per view
— Teebs McGeebs (@TeebsMcGeebs) February 9, 2024
so we are all gonna have to buy 6 different services?
nah im using an illegal website
— Chaos Chris (@ChaosChrisPHL) February 9, 2024
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