Last Thursday night kicked off Amazon’s live-streaming deal with the NFL, allowing them to broadcast 11 Thursday Night Football (TNF) games of the 2018/19 season. The feed, which was available for free on Twitch as well as offered to Prime Video customers, set the stage for what the future of interactive live television could be like.
For one, the stream was available just about anywhere someone could imagine watching the game – Amazon’s Prime Video app, Fire TV, mobile devices and anywhere with a strong internet connection. The ubiquity of it changes the paradigm of how consumers can take in this content. No longer is it primarily a passive event as the mobile and open nature of streaming platforms allow for more interactivity.
Amazon wasn’t shy about moving into this trend. Thursday’s broadcast on Prime Video included an ‘X-Ray’ feature, allowing users to see real-time stats as well as personalize their broadcast to follow Game Leaders and Team Stats as the game progressed. When digging deeper, users were able to discover more information on the history of the teams and players involved.
Another unique feature to Thursdays broadcast, and one that shouldn’t come as much of a surprise to anyone, is the ecommerce aspect that Amazon integrated into the experience. Available within the Fire TV stream, users were able to browse and purchase officially licensed merchandise relating to the teams at hand. Carson Wentz just dropped a dime from 40 yards out in the back corner of the end zone? Cool, you’re 2 clicks away from owning his jersey and your eyes never had to leave the screen.
The other choice that Amazon gave users was with regards to the actual broadcasters. Three options were available on Prime Video, including the first ever all female booth, and Twitch highlighted a popular streamer, GoldGlove, to call the game for its viewers.
Within the Twitch platform, live reaction of viewers was a feature that was highlighted. After an exciting play, the Twitch chat was blown up with emotes (Amazon’s version of emojis) and the social nature of the platform made for a less isolating experience. Bringing people together for live sporting events is something Facebook and Twitter have been working hard at, but neither of them can reach the level of engagement that Amazon currently has.
Live sporting events have traditionally been viewed in a passive setting as users were mainly confined to a cable provider and their living room TV. That’s slowly but surely changing, and it’s a trend that’s not going to slow down anytime soon. It’s also one that has pretty wide ranging implications.
Niche sports executives should see this as a massive opportunity to get their product in front of a much wider range of audience. FloSports, a leader in partnerships for OTT sports, features rugby, track & field, wrestling, bowling and more. The company will steam 2,500 live events in 2018, increasing live streaming views and event attendance for hundreds of teams across the country. It’s all about getting your product in front of as many eyes as possible, and live streaming is doing that at a scale that hasn’t been seen before.
With those eyeballs, come brands trying to ride the pigtails of that success. Marketers will be able to closely align their product or service with teams that or events that closely align with their brand values. As the services mature, there will likely be opportunities to personalize these messages to individuals or segments. On top of that, the active nature of the service will continually allow for a reduction in friction to the path to purchase. Live streaming events and the interactivity that comes with them may be the last domino to fall in the fight against cutting the cord.