Amazon is reportedly developing a standalone sports app

According to a recent report from The Information, Amazon is developing a standalone app for watching sports. This move signals Amazon’s continued push towards investing in its Prime Video platform and live sports content. CEO Andy Jassy recently referred to live sports as “a unique asset” that Amazon plans to continue investing in.

Currently, Amazon’s live sports offerings include exclusive rights to the NFL’s Thursday Night Football, as well as some Premier League soccer matches and Yankees baseball games. Besides these live games, Amazon has also invested in other sports content, such as original sports talk shows on both Prime Video and its ad-supported streaming service, Freevee.

However, it is unclear when Amazon might release the standalone sports app or whether it will charge separately for access to Prime Video’s sports content. The Information notes that the company may also choose to shelve the app altogether.

Pros and cons of a dedicated sports app for Amazon

While the appeal of a dedicated sports app from Amazon is clear, the decision to launch one is not necessarily straightforward. On one hand, decluttering Prime Video would be a welcome change for many users. Despite the recent redesign aimed at making the platform less overwhelming, it can still be difficult to navigate due to the mix of streaming and video-on-demand content. A standalone sports app could make it easier for sports fans to find and access the content they’re looking for.

On the other hand, Amazon will need to weigh the costs and benefits of creating and maintaining a separate app for sports content. This new app will require Amazon to secure more sports content, and the cost of sports content has significantly increased in recent years. Amazon currently pays approximately $1 billion annually for exclusive streaming rights to the NFL’s Thursday Night Football package. The company will also need to consider whether it makes more sense to continue integrating sports content into Prime Video or if a standalone app would be a more effective way to showcase its partnerships and attract new subscribers.