In the upcoming season, Amazon Prime will have exclusive streaming rights to an NFL playoff game. This announcement comes as the company continues to expand its hold on the NFL, having previously paid $11 billion for 11 years of “Thursday Night Football” rights and hosted the first Black Friday NFL game. The league’s first live-streamed NFL playoff game was previously claimed by NBCUniversal’s Peacock, but now Amazon Prime will have the opportunity to host this type of game.
Amazon Prime has seen a significant increase in viewership for their NFL streaming content. During the 2020-2021 season, Prime Video averaged 11.86 million viewers over 16 games, which represents a 24% increase over the start of the company’s foray into NFL streaming. With only one wild-card contest remaining in the divisional round and conference championship games being accounted for since a round of media rights deals in 2021 that will last until 2033, it is clear that Amazon Prime is becoming an increasingly important player in the world of football programming.