Amazon has secured the rights to exclusively stream one NFL playoff game next season on its Prime Video platform. The deal marks a significant milestone for the company, as it comes less than a month after NBCUniversal’s Peacock became the first-ever platform to livestream an NFL playoff game. In comparison, the Wild Card game between the Cleveland Browns and Houston Texans on January 13 averaged 29.2 million viewers across NBC, Peacock, NBC Sports Digital, NFL Digital and Telemundo, making it the most watched Saturday NFL Wild Card game on NBC since 2014.
The source said that Peacock did not lose the rights to exclusively stream a playoff game but instead Amazon earned the deal by hitting certain performance benchmarks in its 2021 streaming deal with the NFL. Earlier this month, Amazon reported a 24% year-over-year increase in total viewership of “Thursday Night Football” this season, citing Nielsen. The November 30 Seahawks-Cowboys game attracted 15.3 million viewers, becoming Prime Video’s most watched TNF game ever.
The move by Amazon comes after Tuesday’s announcement from Disney’s ESPN, Fox Corp., and Warner Bros Discovery that they would jointly launch a sports streaming platform. Warner Bros Discovery is also the parent company of CNN.