Amazon Saw Under 400k Viewers for First NFL Game (Oct 2, 2017)
This is the second piece I’ve done on Amazon’s Thursday Night Football debut last week – see here for the first. After I wrote that piece, the NFL released audience numbers for the broadcast, and they show that just under 400k people watched the Amazon version, while 14.6 million people watched the live broadcast on CBS and the NFL Network, and 243k watched Twitter’s debut broadcast last year. On the face of it, it’s impressive that Amazon, with its much smaller number of members relative to Twitter, and with a sign-in requirement, was able to achieve broader viewership, but it also arguably promoted it much more heavily than Twitter did last year before its first game. It was certainly promoted heavily within the Amazon Video apps on various platforms the day of the game, making it hard to miss if you logged on planning to watch something else. And it’s also possible that interest in all NFL games is heightened at the moment because of the recent controversy over kneeling during the national anthem by players. The real question, of course, is what Amazon’s goal is here, and whether it’s achieving it. My guess is that it sees NFL games partly as a value-add for existing customers, and partly as a ploy to gain new subs for Prime. I’ve no doubt it will achieve the former, but the latter is a tougher sell – signing up for a Prime subscription is a lot to ask when the game is broadcast on TV.
via Recode
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