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Jay Marine: Amazon Prime Video is ‘Playing the Long Game’ with ‘Thursday Night Football’

“More people are going to stream next year – all content, not just sports – than the year before.”

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Jay Marine
Courtesy: Amazon Prime Video

As Amazon Prime Video enters the second year of its Thursday Night Football broadcasts, the company remains dedicated to its growth. The company acquired the coveted broadcast property one year early after FOX Sports exited its contract as part of the league’s new 11-year media rights deal worth over $10 billion annually. Al Michaels, Kirk Herbstreit and Kaylee Hartung comprised the primary commentary team and are all expected to return in the second season of games after averaging 9.58 million viewers last year, according to Nielsen Media Research.

When combined with Amazon’s internal metrics, the number increases to 11.3 million viewers. Although the total viewership number was down from the 2021 season when games were presented on FOX and simulcast on NFL Network, the streaming platform is excited to watch the continued progression of the franchise.

“We’re playing the long game; this is an 11-year deal,” Jay Marine, Global Head of Sports at Amazon Prime Video, said at CNBC and Boardroom’s inaugural Game Plan sports business conference on Tuesday. “One thing at Amazon – we’re willing to invest for the long term. Thursday Night [Football] never really had a home – it’s been on multiple places – so our goal is to build a franchise, and a franchise that’s durable and extremely valuable in year four, five, 10 and 11.”

Out of the 11 million viewers, 22% of them were between the ages of 18-34, an improvement from the season prior. The median age of streaming viewers was 47 years old, which is seven years younger than the average median age of consumers watching National Football League games on linear television. Thursday Night Football also attained the highest ratings in the age 18-34 and 18-49 demographics, showcasing the power of the over-the-top (OTT) media platform and the NFL.

“We’re extremely excited about the first year of Thursday Night Football,” Marine said. “It was really the first new broadcaster the NFL has had in over 20 years, and the bar was so high because of great companies like ESPN [and] NBC Sports. I’m most proud of the production quality we put on air.”

Amazon Prime Video paid approximately $100 million for the rights to the first-ever NFL Black Friday game in a matchup between the Miami Dolphins and New York Jets. Additionally, Thursday Night Football became the third national property to be granted flex scheduling abilities, allowing it to claim two games per season between Week 13 and Week 17 with 28 days’ notice. Lead play-by-play announcer Al Michaels told Barrett Sports Media that he hopes the platform will not have to use it, instead thinking that its schedule will be good enough.

“I think it’s a testament to the NFL’s trust in us to help launch a new NFL holiday and a new tradition, and Black Friday’s perfect for us; [it is] obviously the biggest shopping day of the year,” Marine said. “So we’re putting everything against that this year, and it’s going to be a great game.”

Despite some pundits claiming the ratings came up short from where Amazon Prime Video was projected to land, the company is satisfied with the growth trajectory of its broadcasts. After all, more people are streaming content than ever before, as Nielsen’s Media Gauge report conveyed that 39% of television consumption takes place through this approach. Globally, the streaming market is expected to burgeon to $1.9 trillion by 2030 with a compound annual growth rate (CAGR) of 19.3%.

“The macrotrends are going in our favor,” Marine said. “More people are going to stream next year – all content, not just sports – than the year before. The year after that, more people. You can debate the rate of change, but you can’t debate the macro-trajectory, so when you see a macrotrend like that, you can invest a lot because you know that investment’s going to pay off in the long term.”

Aside from football, Amazon Prime Video is also interested in expanding its partnership with the National Basketball Association. The two entities are currently in a partnership where the streaming platform airs up to four games per week in Brazil, while having the ability to broadcast up to 24 playoff games. Amazon Prime Video also announced an exclusive media rights deal with Overtime Elite for its live basketball games, proof of further penetration into the space. While it remains unknown whether or not Amazon Prime Video will make a bid for a share of the NBA media rights, Marine did acknowledge that it will approach its future planning aggressively, but with a sense of rationale.

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Rob Manfred: Bally Sports Has Itself To Blame For Business Struggles

The MLB Commissioner hasn’t been shy about sharing his displeasure with the regional sports networks.

Jordan Bondurant

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Rob Manfred
Rob Manfred - Courtesy: Major League Baseball Wrigley Field - Courtesy: Jamie Squire, Getty Images

Major League Baseball commissioner Rob Manfred feels good about the position the league is in handling local media rights for teams impacted by the bankruptcy of Bally Sports owner Diamond Sports Group.

There was a lot of uncertainty coming into the season in the spring regarding the future of local broadcasts for teams that were affiliated with Bally Sports regional networks. But Manfred is confident that the league can make local rights a profitable venture.

“We are confident that we can produce revenue streams in those local markets that are not drastically different from what the teams have been used to enjoying,” Manfred said in an interview on The Marchand & Ourand Sports Media Podcast. “There may be a little downtick and then a build back up. We really do believe in the fundamental value of the content, and we think over time in this new model, we will be able to more than replicate the revenue streams that clubs have enjoyed.”

The league was prepared to take over broadcasting games locally for teams not just with Bally, but with regional sports networks Warner Bros. Discovery divested earlier this year.

The Pittsburgh Pirates are still figuring out the future of their local broadcasts, as are the Colorado Rockies. The Houston Astros partnered with the Houston Rockets to launch Space City Home Network.

The Seattle Mariners will continue to have games air on ROOT Sports, which took on a similar look and feel to broadcasts as games on AT&T SportsNet. That’s because WBD has a minority stake in that RSN. The divestiture of the networks in Pittsburgh, Denver, and Houston hasn’t affected ROOT operations.

“None of it impacts ROOT Sports Northwest or its teams,” AT&T SportsNet president Patrick Crumb told the Seattle Times back in February. 

As for Diamond Sports and Bally Sports and their financial woes, Rob Manfred told Andrew Marchand and John Ourand that they brought it on themselves.

“The difficulties encountered by Sinclair have less to do with the value of our content than with business decisions that they consciously made,” he said. “Maybe it’s tough bargaining, but I don’t really think it’s good business to devalue your product in order to cover up some bad decisions that another entity made.”

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NBC Considering Bid for Expanded College Football Playoffs

The Network admits it hasn’t had “serious” talks, but is likely to remain interested in securing some of the television rights.

Jordan Bondurant

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The 12-team College Football Playoff is being shopped around to interested networks, and NBC is considering pursuing becoming the new home of the CFP in 2026.

Preliminary discussions for media rights of the expanded national championship tournament are underway. NBC was among five media companies that made presentations. It’s believed that the next media rights deal for the 12-team playoff will involve multiple networks.

ESPN will air the quarterfinals, semifinals, and national championship game of the expanded playoffs in 2024 and 2025. CFP officials are also currently hearing pitches for rights to the first round. Those initial four games will be played on campuses.

With NBC starting its run this year as one of the new homes of the soon-to-be expanded Big Ten, pursuing the CFP makes sense.

“I think the College College Football Playoffs are a very unique, exciting package,” NBC Sports president of acquisitions and partnerships Jon Miller told Front Office Sports recently. “The expansion obviously brings a lot more attention and focus to the sport in December and January.”

At this point, it appears that about 10 media entities are interested in bidding for the CFP.

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Henrik Lundqvist ‘Felt the Energy’ During Stanley Cup with NHL on TNT

“We’re not playing, but you can definitely feel that energy in the building.”

Derek Futterman

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Henrik Lundqvist
Courtesy: Warner Bros. Discovery

The NHL on TNT is entering its third season on the air since inking a seven-year media rights contract with the National Hockey League, bringing fans all of the action from a sport burgeoning in popularity. Warner Bros. Discovery is coming off its first broadcast of the Stanley Cup Final, the first that was exclusive to cable television in 29 years. It will now look to pair its game offerings with the Bleacher Report-branded sports tier on the Max streaming service in an effort to expand its audience and make the contests more accessible to fans.

The network will showcase a preseason doubleheader on Thursday, Oct. 5 before the start of the regular season, marking the return of the acclaimed studio team. Wayne Gretzky, Anson Carter, Paul Bissonnette and Henrik Lundqvist, all of whom recently signed multi-year contract extensions with Warner Bros. Discovery Sports, will join host Liam McHugh for pregame, intermission and postgame coverage for featured games. Following a year where the cast culminated the program from Las Vegas, Nev. for the Stanley Cup Final between the Vegas Golden Knights and Florida Panthers, they aim to utilize the energy evinced from the experience to propel the show to new heights this year.

“For me, first time doing it in-arena – I’ve been doing that for two years during regular season and a few games in the playoffs from the studio,” Lundqvist said. “To get an opportunity to do the show from the arena and get the atmosphere, that was awesome. We’re not playing, but you can definitely feel that energy in the building, and that’s something I’ll remember going forward.”

Lundqvist joined the NHL on TNT throughout last season on a more regular basis, balancing the role with duties at Madison Square Garden both in a business operations role and as a studio analyst with MSG Networks. Bringing the perspective of a goaltender to the air is an invaluable facet of the panel that is very much a deficiency on other regional sports networks around the league. Furthermore, it allows host Liam McHugh to better utilize the studio analysts, accentuating their strengths to set them up for success.

“I think that’s kind of what makes this group special,” McHugh said. “We all want to hear what each other has to say. We’re interested in the stories, and if someone says something stupid, everyone else on this panel lets them know about it.”

While the panel was in Las Vegas for the Stanley Cup, Lundqvist revealed that it had production meetings on a daily basis to devise a plan to combat the high noise level within T-Mobile Arena. With amplitudes potentially at risk of peaking, it was essential that the entire team ensure that they would be able to produce a broadcast that was easily understood and discernible to the viewing audience. Throughout the night, there is always constant communication between employees in the production niche and the on-air talent in front of the camera.

“[It is] trying to explain and make hockey entertaining for an American audience,” Bissonnette said. “Oftentimes we’ll be behind there in the back of the set and if something happens, we’re saying, ‘Hey should we demo this?’…. I think you guys can see how it comes to light with not only the help of the other guys on the panel, but the people behind the scenes as well.”

Being within the championship atmosphere, McHugh found value in being able to call on players who have experience competing for hockey’s ultimate prize. Even if it involved consistent battles against the noise, conversations with these analysts were heard loud and clear.

“It’s so great to have Gretzy and Hank in an atmosphere where the Stanley Cup is on the line and you have guys with experience who have been in that situation,” McHugh said. “I think what we’ve all learned is [to] lean on the guys who have been there.”

In addition to his role with the NHL on TNT, Bissonnette is the host of the extolled Spittin’ Chiclets podcast and frequently contributes to the game of hockey through a variety of other mediums. There is a contrast in his style between both platforms, underscored by neglecting to pester New York Rangers fans while representing TNT as he does on the podcast, but he is still evolving and considers himself fortunate to be among versatile, adept personalities.

“I think from year one to year two, we continued to continue bringing the things we felt we were strong in and added a lot of new components as well,” Bissonnette expressed. “It’s been a blast; it’s been a great learning experience.”

The studio broadcast drew inspiration from Inside the NBA, the heralded National Basketball Association program with Ernie Johnson, Shaquille O’Neal, Kenny “The Jet” Smith and Charles Barkley that has become a fixture among NBA fans. Viewers have observed a strong, palpable chemistry among this group, who look forward to an exciting 2023-24 season and preparing for another Stanley Cup broadcast in the year afterwards. Through their camaraderie and congeniality that complements the traditional live game broadcast coverage, the studio team is poised to continue their improvement over the life of the broadcast deal and continue disseminating their insight and expertise to a national audience.

“I’m just having a blast with this crew, and to me, that’s what it comes down to,” Lundqvist said. “I love being connected to the game, but in the end, it’s about the crew and having fun every time we see each other.”

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