Amazon s’octroie des matchs de la NFL pour 50 millions de dollars

Selon plusieurs sources américaines, Amazon a remporté l’appel d’offres de droits digitaux de 10 matchs du Thursday Night Football de la National Football League (NFL).

NFL Thursday Night Football AmazonSelon des sources basées aux Etats-Unis proche du dossier, Amazon, le géant du commerce électronique basé à Seattle, aurait accepté de payer 50 millions de dollars pour diffuser les matchs – un contrat 5 fois supérieur au montant déboursé par Twitter pour acquérir le même package l’année dernière. 


Amazon aurait battu d’autres pure players du digital comme Facebook, Twitter et YouTube pour obtenir ces droits et devrait diffuser ces matchs en priorité aux abonnés de l’offre Amazon Prime, et ce à travers le monde, mais ce qui signifie aussi qu’il faudra donc payer pour voir ces matchs. 

Ce nouveau deal, d’abord officialisé par le Wall Street Journal, marque l’entrée d’Amazon dans le monde du streaming live des compétitions sportives, mais pas dans le sport puisqu’Amazon avait collaboré avec NFL Films, sur un documentaire behind-the-scenes, intitulé « All or Nothing ».

Comme Twitter l’année dernière, Amazon reprendra le flux des diffuseurs TV du Thursday Night Football de la NFL, à savoir CBS et NBC, qui eux paient 225 millions de dollars chacun par an, pour diffuser 5 matchs. Selon différents rapports, il semblerait par ailleurs que la diffusion d’Amazon reprendrait les écrans publicitaires vendus par CBS et NBC, mais Amazon serait aussi en mesure de vendre des slots publicitaires en plus de ceux des diffusions TV de CBS et NBC.

Selon le site Record, Amazon aurait l’ambition d’utiliser ces espaces publicitaires additionnels pour promouvoir ces différentes offres vidéo. 

Avec ce contrat, Amazon devient un nouvel acteur du paysage audiovisuel de la NFL, qui comprend CBS et NBC qui diffusent déjà des matchs en ligne et l’opérateur Verizon a aussi le droit de diffuser des matchs sur son service wireless. De la même manière, en toute logique, la chaîne NFL Network diffuse aussi les matchs. 

Amazon a donc pour objectif d’attirer plus d’abonnés sur son service Prime Video, qui offre du streaming illimité d’un catalogue de séries TV et films pour 99 dollars par an (ou 10.99 par mois), et qui se positionne comme un rival direct des plateformes Netflix et Hulu. Et pour attirer plus d’abonnés, la recette est simple : il faut acquérir plus de contenu que son petit voisin, chose que fait Amazon ce jour avec la NFL. 


L’année dernière, Bloomberg avait annoncé qu’Amazon était en discussion pour l’acquisition de nombreux droits de compétition sportives comme Roland-Garros ou le rugby professionnel. Avec ce deal avec la NFL, de nouvelles rumeurs apparaissent d’ailleurs sur la volonté d’Amazon d’acquérir d’autres droits TV de compétitions sportives en live afin de monter une offre digne de ce nom. 

Pour la NFL, ce choix est quelque peu un pari puisque l’audience du service vidéo d’Amazon n’est pas aussi large que la base d’abonnés sur Twitter, l’ancien diffuseur. Même si Amazon refuse de communiquer sur sa base d’aonnées Prime Video, plusieurs analyses estiment cette plateforme à plus de 60 millions d’abonnés, ce qui, vous l’aurez compris, offre une audience supplémentaire importante pour la NFL et ses différents annonceurs. 


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