Amazon’s growing library of sports content could soon have a home of its own. The Information reports the retailer is working on a new standalone streaming app to declutter Prime Video and better highlight its deals with the NFL, Premier League and New York Yankees. The development comes following recent comments from Amazon CEO Andy Jassy, who highlighted live sports content as one of the areas where the company plans to continue spending money even as it cuts costs in other areas.
The Information says it couldn’t learn when Amazon expects to release the app, nor if the company plans to charge separately for access to Prime Video’s sports content. The outlet also notes Amazon may decide to shelve the app. Amazon did not immediately respond to Engadget’s comment request.
Whether it makes sense for Amazon to launch a standalone sports app is not as straightforward as you might think. On the one hand, Prime Video could definitely use decluttering. Even after Amazon recently redesigned the platform’s interface to make it “less busy and overwhelming,” it can be tricky to find content on the service since it incorporates both streaming and video-on-demand content.
On the other hand, a standalone app would create more pressure for Amazon to secure worthwhile content. What’s more, the cost of sports content has increased dramatically in recent years. Amazon reportedly pays about $1 billion annually for exclusive streaming rights to the NFL’s Thursday Night Football package. Earlier this month, Google reportedly agreed to pay between $2.1 billion and $2.2 billion for the league’s Sunday Ticket package. A standalone app with its own subscription tier would also complicate Prime Video’s role as a driver of Prime subscriptions. Amazon may decide whatever it gains by creating a separate app may not be worth the tradeoff.