Amazon has been attracting millions of live viewers for events such as Thursday Night Football games, A-list concert performances, and shopping live-streams. Now, the company is planning to break into the live news arena with former NBC News and MSNBC anchor Brian Williams leading election night coverage on Amazon’s Prime Video. The proposed live-stream will feature down-the-middle analysis of the election results with a variety of contributors and guests.
For one night, Amazon will be competing directly with major networks like CNN, ABC, CBS, and Williams’ former network. Amazon’s plan for election coverage has generated significant industry chatter, as the company has generally steered clear of news programming while expanding into sports and other categories. Despite rumors of Amazon potentially starting a news network, sources indicate that the election stream is intended as a one-time event, not a signal of future news operations.
Amazon executives have reportedly stated that they are not building a news operation, given the costs and controversies associated with continuous news coverage. However, news coverage can create strong connections with audiences, especially during special events like a presidential election. Streaming platforms like Max and Hulu also promote live and on-demand news content, further indicating the value of news coverage for attracting audiences.
While Amazon has plans to invest in live coverage of other major events in the future, there are no concrete plans beyond the upcoming election night coverage. The collaboration with Brian Williams, who has experience leading election night coverage on traditional networks, signifies Amazon’s entry into the live news landscape. The event will be produced in Los Angeles at Amazon MGM Studios’ virtual soundstage, with Williams anchoring live as election results come in.
Given the growing power of the tech industry and the shift in TV viewing habits, the idea of a Big Tech company like Amazon distributing its own election night show marks a significant shift in the media landscape. Amazon’s decision to offer live coverage of such a major event demonstrates the company’s willingness to explore new options and alternatives to traditional political coverage. While competition on election night is fierce, with networks like CNN and NBC seeing huge viewership increases, Amazon’s foray into live news is a strategic move to attract audiences and expand its reach.
