Amazon’s Premier League performance – No challenge for premium packages

Report Overview

Amazon’s Premier League performance – No challenge for premium packages

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Amazon’s Premier League performance – No challenge for premium packages
Amazon aired its first set of Premier League matches in December, with proxy figures supporting reports that it attracted up to 2 million concurrent viewers
Amazon Prime penetration soared in Q4, backing up Amazon’s claims that record numbers of new members signed up on the first two days of its football coverage—an encouraging sign at the time of year when ecommerce spend peaks
As long as Amazon remains principally an online retailer, bidding for premium packages of Premier League rights cannot be justified. In fact, it could retrench from Premier League football altogether after wringing out the value over three seasons

Contents

Measuring success

  • Prime’s subscriber base
  • Comparison to audiences on Sky and BT
  • Looking ahead to the next rights auction

List of charts/tables

Figure 1: Daily downloads of Amazon mobile apps, UK

Figure 2: Change in unmatched TV audience, early December fixtures* (m)

Figure 3: Estimated change in unmatched and live TV audiences, late December* (m)

Figure 4: Comparison between 2019/20 matchdays featuring nine matches