Amazon is reportedly working on a sports app, but it could do more harm than good.
Amazon already has a catalog of very interesting sports content. And soon the American giant may have a dedicated place where fans can watch it. The information reports that the company is working on a new dedicated streaming app to streamline Prime Video and better showcase its partnerships with the NFL, Premier League and New York Yankees. The development follows recent comments from Amazon CEO Andy Jassy, who recalled that sports content was one of the areas in which the giant wants to invest more as it cuts budgets elsewhere.
The information says it doesn’t know when Amazon plans to release its app or whether the company eventually plans to charge for access to Prime Video’s sports content separately. The blog also specifies that the e-commerce giant could decide not to go through with its project.
That Amazon offers an app dedicated to sports is not as logical as one might think. On the one hand, Prime Video could really use it to separate the two worlds, so to speak. Even after Amazon recently redesigned its platform’s interface to make it “less cluttered and overwhelming,” finding certain content today can still be quite difficult as the service integrates content from its streaming and video on demand.
On the other hand, a dedicated app would put more pressure on Amazon to create newsworthy content. In addition, the cost of sports content has risen dramatically in recent years. Amazon is said to have paid about $1 billion a year for the exclusive rights to broadcast the NFL Thursday Night Football package. A few days ago, Google promised to pay between $2.1 billion and $2.2 billion for the league’s Sunday ticket package. A dedicated app with its own subscription offerings would also complicate Prime Video’s role as a driver of Prime subscriptions. Amazon could decide that the gains reaped with such a dedicated app would ultimately not be worth it. To be continued !