×
You will be redirected back to your article in seconds

Amazon Nabs Streaming Rights to NFL’s ‘Thursday Night Football’ Games

Amazon has set a deal with the NFL for streaming rights to 10 “Thursday Night Football” games in the upcoming season.

The one-year pact is valued at around $50 million, according to a source close to the situation. Twitter had streaming rights to the games in the 2016 season, the first time the league cut a rights deal for a package of games with an online-only partner.

The 2017 NFL games will be available to Amazon Prime subscribers, on the Amazon Prime Video app for TVs, game consoles, set-top boxes and connected devices. The “TNF” games will also be available to Prime Video members internationally in over 200 countries.

[UPDATE, April 5: The NFL and Amazon officially announced the pact on Wednesday. “We are continually looking for ways to deliver our games to fans wherever they watch, whether on television or on digital platforms, and we are thrilled to bring ‘Thursday Night Football’ to Amazon,” said Brian Rolapp, the NFL’s chief media and business officer. Amazon’s Jeff Blackburn, SVP of business development and entertainment, commented, “Our focus is on bringing customers the best premium video programming, when and how they want to watch it. 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.”]

Amazon’s rights fee is said to be about five times the price paid for the 2016 package by Twitter. The deal came together quickly in recent days, with a source noting that Amazon aggressively pursued the package.

The TV rights to the 10 “Thursday Night Football” games are split evenly between CBS and NBC, with the NFL Network cabler also getting simulcasts of the games. In early 2016, CBS and NBC inked a two-year deal for “Thursday Night Football” TV rights at an estimated cost of about $225 million for each network.

The new streaming rights pact comes as the NFL and its TV partners are looking to overhaul the on-air presentation of games, the placement of commercial breaks and aspects of game play designed to speed up the action on the gridiron. Last year, Twitter picked up the game feeds produced by CBS and NBC. It’s unclear if that will change in the Amazon deal.

Over the 10 NFL games to which it had streaming rights last season, Twitter averaged 2.7 million viewers who tuned in for at least three seconds of a given telecast, according to data released by the league. That translated to 265,800 viewers on a per-minute basis.

Amazon already is in business with the NFL on “All or Nothing,” an unscripted series chronicling the return of the Rams NFL franchise to Los Angeles after 20-plus years in St. Louis. The series was renewed for a second season last week.

More Biz

  • Game of Thrones Season 8 Production

    'Game of Thrones,' Netflix VFX Among Those to Be Featured in SIGGRAPH Production Talks

    VFX pros behind the final season of “Game of Thrones,” the blockbuster film “Avengers: Endgame,” Pixar’s upcoming “Toy Story 4,” last year’s Oscar-winning “Spider-Man: Into the Spider-Verse,” Netflix series, including “Stranger Things,” and more will give SIGGRAPH 2019 attendees a behind-the-scenes look at their work during the conference’s Production Sessions. There will even be a [...]

  • welcome home Apple Ad

    Cannes Lions Takes Place in Time of Change for Ad World

    The ad industry gathers June 17-21 for its annual celebration of commercials, marketing and creativity, the Cannes Lions in the French Riviera. It does so against a backdrop of ongoing and profound upheaval within the world of advertising. The share prices of all the major ad groups, such as WPP, Publicis and Omnicom, are down [...]

  • R&B Singer Ann Marie Signs With

    R&B Singer Ann Marie Signs With Interscope Records (EXCLUSIVE)

    Chicago-based R&B singer-songwriter Ann Marie, known for her hit “Secret” with YK Osiris, has signed with Interscope Records, the company announced exclusively to Variety today. “Ann Marie is the prototype for today’s artist,” says Nicole Wyskoarko, the label’s EVP of urban operations. “She’s developed and cultivated a dedicated fan base using the tools of today [...]

  • Gay Chorus Deep South

    Branded Content Campaigns Help Ads Cut Through Clutter

    The business of advertising has changed from the days when an expensive 30-second spot was the be-all and end-all of a campaign, leading many commercials production companies and their directors to diversify. In an era of content overload, when it’s easier than ever for consumers to skip an ad or avoid it altogether, many advertisers [...]

  • Gloria Vanderbilt Dead at 95

    Gloria Vanderbilt Dies at 95

    Gloria Vanderbilt, a famous model and socialite who was often a subject of fascination in the worlds of fashion and media, has died at 95, according to a report on CNN, where her son, anchor Anderson Cooper, has worked for several years. From a young age, Vanderbilt led a tumultuous life, one marked by a [...]

  • Patrick Drahi

    Altice's Patrick Drahi to Acquire Sotheby's Auction House for $3.7 Billion

    Patrick Drahi, the owner of the telecom group Altice, is on track to purchase Sotheby’s, the high-profile auction house, for $3.7 billion. The acquisition would turn Sotheby’s into a privately owned concern after 31 years as a publicly listed company on the New York Stock Exchange. Drahi said the acquisition had “no capital link with Altice [...]

  • Soundgarden’s Immersive 'Artists Den' Experience Premieres

    Soundgarden’s Immersive 'Artists Den' Experience Premieres This Week (Exclusive Preview)

    There’s no question that the posthumous release is the most difficult to get right: Human beings are unpredictable, and trying to guess what a person’s intentions might have been is an unhill (if not a losing) battle. Yet posthumous releases ranging from Michael Jackson’s “This Is It” to recent Prince and Jimi Hendrix collections prove [...]

More From Our Brands

Access exclusive content