Thanks to lockdown momentum, Amazon Prime Video enjoyed a 48% YoY increase in UK reach to 9.5 million households in Q3 2020. Christmas time coverage of the Premier League seems to have played a part, informing Amazon’s approach elsewhere.
Upping its game, Amazon has acquired more expensive Champions League rights in Germany and Italy. It also bid in Monday’s failed French Ligue 1 auction.
In the impending Premier League tender Amazon may be ready to increase its outlay if needed to meet subscribers’ expectations, but without any real incentive to challenge Sky and BT’s dominance.