As a dedicated Liverpool fan, the challenges of accessing football (soccer) content in Australia are vast and frustrating. Subscribing to multiple services for various competitions is necessary, including Optus for the EPL, Stan for European football, Paramount for the FA Cup, and beIN Sports for the Carabao/EFL Cup. However, with Liverpool’s recent semi-final match available on Amazon Prime through beIN SPORTS, it did make my life easier as the experience was seamless. It also helped that we won.
Furthermore, Amazon Prime Video’s recent launch of a dedicated live sports channel in collaboration with beIN SPORTS, along with their strategic move earlier this year acquiring exclusive live broadcast rights for ICC cricket, is reshaping the industry and marks a defining moment for Australian sports broadcasting. This move is particularly significant for free-to-air networks, now facing intense competition from Amazon, Foxtel, YouTube, Disney+, and potentially Netflix. For advertisers, the fragmentation of live sports presents challenges, diluting the impact of advertising in a once highly coveted space for its viewership numbers. This shift is indicative of the ongoing industry fragmentation, offering both challenges and opportunities for effective audience reach.
The announcement that Amazon Prime Video will introduce commercials in 2024 just adds another layer to the ongoing changes in the sports broadcasting industry. The partnership with beIN Sports expands Prime Video’s sports portfolio, providing viewers with a comprehensive selection of live and on-demand content on a single platform. Mike Kerr, managing director of beIN Asia Pacific, highlights the expansion of beIN Sports’ reach and enhanced fan engagement, while Hushidar Kharas, Head of Amazon Prime Video Australia and New Zealand, acknowledges strong viewer demand for live sports content.
Amazon Prime Video’s entry into sports broadcasting is a significant move. While navigating the fragmented landscape poses challenges for advertisers, it also presents opportunities for innovative audience engagement strategies. Moreover, this shift benefits viewers by offering more choices and streamlined access to their favorite sports content beyond the usual AFL, Rugby League, and Football (Soccer).
Don’t miss the EFL Cup Final – Liverpool vs Chelsea on beIN SPORT 26th February at 2 am EST.