LONDON: Amazon’s debut as a domestic broadcast partner to the Premier League extended the reach of the English game’s top flight to nearly three-quarters of UK fans, according to Ampere Analysis.

The US technology giant, which paid a reported UK£90 million (US$118.5 million) for 20 live Premier League matches a year through the 2021/22 season, aired ten of its allocated games for this campaign via its Prime Video over-the-top (OTT) subscription service on 3rd, 4th and 5th December.

Whilst Amazon has not made its viewing figures for the midweek fixtures public, it claims that ‘millions’ watched its coverage on Tuesday and Wednesday nights.

Richard Broughton, Ampere Analysis Director, says that Amazon’s distribution now means that 72 per cent of UK Premier League fans have access to live matches at home, and increases reach by a third compared to the 54 per cent who have subscriptions with the league’s other broadcast partners BT Sport and Sky Sports.

“While there is concern in the wider industry that fragmentation of [Premier League] rights across three buyers means that fans are having to pay more to see all of the key games each year, Amazon’s coverage has already extended live reach to a further third of fans previously unable to watch any live matches at home,” Broughton said.

According to Broughton, 28 per cent of UK-based Premier League fans rely on viewing live matches at sports bars and clubs, or watching the Match of the Day highlights broadcast by public-service broadcaster the BBC.

Amazon has also announced that Premier League coverage contributed to record numbers signing up to its Prime Video platform over the course of the week. The fixtures prompted new records for new sign-ups on 3rd and 4th December since the service went live in the UK back in 2007.

Amazon has an estimated nine million Prime Video subscribers in the UK, but with the assistance of the Premier League games it is hoping to close the gap with the market leader Netflix, which has about 11.3 million UK subscribers.

Alex Green, Amazon Prime Video’s Managing Director of Sport in Europe, said: “We’re delighted that millions of football fans enjoyed watching Amazon’s first ever round of Premier League matches on Prime Video.

“We are excited to be the first ever broadcaster to bring fans all 10 games live in a fixture round. We are thrilled and humbled by the positive response from Prime members.”

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