It looks like there is legal streaming over the next 3 seasons. One Bank Holiday weekend and one midweek set of fixtures will be available on Amazon Prime.
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Amazon has broken
Sky and BT’s stranglehold on Premier League football by striking a groundbreaking deal to livestream exclusive coverage of 20 matches per season online.
The US company will exclusively livestream all 10 matches over one bank holiday of
Premier League games and another 10 during one midweek fixture programme, for three seasons from 2019.
BT has bought the other remaining rights package, paying £90m per year for exclusive live coverage of 20 midweek Premier League games each season. From August 2019 BT will show 52 live games per season, and Sky 128.
It is the first time that packages of livestreaming matches have been offered by the Premier League, under a strategy introduced by the chief executive, Richard Scudamore. He has been seeking to lure a deep-pocketed technology company such as
Amazon, Facebook, YouTube or Netflix to help to continue to drive up earnings from media rights.
Amazon has been in
negotiations about the two package for months – against rivals including BT – after the completion of the sale of the most valuable TV rights packages in February.
The Premier League was
unable to achieve the price it was seeking for the streaming packages, with bidders unable to see how to make a real return on just having two rounds of matches a season.
Global players such as Amazon prefer multi-country or worldwide deals to make the economics work, which is how Netflix can afford to spend £100m per season on shows such as The Crown.
However, the deal adds to Amazon’s burgeoning local sports rights portfolio, with the UK becoming a major focus.
In April, Amazon paid tens of millions of dollars for the
exclusive UK rights to the US Open tennis, giving subscribers who pay £79 a year for its Prime Video service access to three of the four grand slams. A deal with Eurosport provides access to the Australian and French Opens.
Amazon also outbid Sky in a £50m deal for the UK rights to the ATP World Tour, the men’s global competition featuring Roger Federer, Rafael Nadal and Andy Murray, including the annual final showdown at London’s O2.
The recent deals – which have been struck by the Amazon Europe chief, Jay Marine, and the European Prime Video boss, Alex Green – also include a $130m renewal of non-exclusive livestreaming of NFL games. Earlier this year Facebook struck an exclusive deal to stream some Major League Baseball matches and last year it was
frustrated in a $600m bid to secure streaming rights to Indian Premier League cricket matches.
The best five of the seven packages of media rights, allowing live TV coverage of more than 200 matches per season from 2019 to 2022, were sold in February, with Sky and BT once again dividing the spoils. Sky took four of the best five, for £3.75bn and a 14% discount on its current deal. BT secured only one of the prime packs, at £885m, down from its current £960m and for fewer games.
The rivalry between Sky and BT in recent years has resulted in huge price inflation of 70% at each of the past two auctions. The total cost of the rights has rocketed from £1.78bn for 2010-13 to £5.13bn for 2018-2019.
Subscribers to Amazon’s Prime service, which also includes a wide range of perks such as free delivery of products and access to free music, are hugely valuable as they spend twice as much at Amazon than non-subscribers.
The founder, Jeff Bezos, recently
revealed that there are more than 100 million Prime subscribers globally and he is keenly focused on building the value of the service, including through TV content deals. Last year, he ordered executives to find a Game of Thrones-style global hit, resulting in an
estimated $1bn (£740m) deal to bring Lord of the Rings to TV.
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