Amazon is in its third year of a 10-year deal with the NFL to stream “Thursday Night Football” exclusively. With its “Prime Vision” alternative viewing option, Amazon uses AI-powered “Prime Insights” to offer additional information during the game, such as highlighting players on the field using circles, colors, and orbs powered by machine learning and RFID chips. The goal is to provide fans with a unique viewing experience by illuminating hidden aspects of the game and offering insights into defensive vulnerabilities and coverage identification.
The use of technology in the Prime Vision feed, offering innovative features like “Defensive Alerts” that can predict potential blitzing defensive players, is impressive. The stream provides a zoomed-out view of the all 22 players on the field with a focus on open receivers and potential defensive threats. However, some viewers found the excessive use of orbs, floating name tags, and the absence of traditional announcers to be distracting and unnecessary. While it may appeal to hardcore football fans or NFL journalists, it may not be suitable for the average viewer.
Amazon offers additional features like “Key Plays” for rewatching game highlights and “X-Ray” for displaying stats and data alongside the broadcast. These are well-received by viewers as convenient and non-disruptive ways to access additional information about the game, especially in the era of fantasy football and sports betting. Despite some mixed reviews about Prime Vision, there are other elements of Amazon’s broadcast that have potential for mainstream adoption and offer added value to the viewing experience.
As a new player in sports broadcasting, Amazon is leveraging its expertise in e-commerce and advertising to enhance the NFL streaming experience. By combining live sports viewing with online shopping, Amazon sees opportunities to engage fans in a new way and potentially increase sales through in-game shopping features. With millions of viewers tuning in each week, Amazon aims to utilize its technology and data to appeal to advertisers looking to target specific audience segments, creating opportunities for more tailored and personalized viewing experiences.
Looking ahead, Amazon continues to explore new features and innovations in its NFL streams, with a focus on enhancing the user experience and creating a more engaging viewing experience for fans. While Prime Vision may not be fully embraced by all viewers, Amazon is committed to refining its offerings and integrating new technologies to provide a more interactive and immersive football viewing experience. Ultimately, Amazon’s foray into NFL streaming represents a convergence of sports, technology, and commerce, with the potential to transform the way fans engage with and experience live sports broadcasts in the future.
