Home Core Dump NFL a flop for Amazon Prime Video?

Author's Opinion

The views in this column are those of the author and do not necessarily reflect the views of iTWire.

Have your say and comment below.

There's no indication that live NFL matches are a drawcard for Amazon Prime Video in Australia.

As previously reported, Amazon's live NFL coverage started last week, and the combined worldwide audience for the first match — Chicago v Green Bay Packers — was 1.9 million.

However, the average audience was only 372,000, with an average viewing duration of 55 minutes.

And that's the problem with Amazon's NFL coverage: the stop-start nature of this football code means matches run for more than three hours, so you really need to watch on-demand so you can fast-forward through the interminable breaks. But Amazon only offers live streams.

Another issue for Australian audiences is that matches are shown in the middle of the day: this week's match — New England Patriots v Tampa Bay Buccaneers — kicks off at 11.25am AEDT on 6 October. At least that means interested subscribers could catch that average 55 minutes during their lunch hour.

It's probably telling that outside the US, last week's match was most watched in Mexico, which is in the same time zone as the central US.

Germany provided the third biggest audience. More than 34,000 members of the US military are based in Germany, more than any other country outside the US apart from Japan.

Amazon did not break down the audience numbers apart from identifying the top three markets.

However, the company did see fit to identify Anguilla, Burundi, Bulgaria, Cambodia, Gambia, Ghana, Hong Kong, Isle of Man, Kazakhstan, Lithuania, Morocco, Papua New Guinea, South Africa, Tanzania, and Uzbekistan as countries where the stream was watched.

The Isle of Man (a self-administering Crown dependency in the Irish Sea between the UK and Ireland) has a population of around 84,000.

So that leaves us wondering how many people watched the game in Australia via Prime Video. Amazon wouldn't tell us, so even though ESPN's coverage of certain matches (mostly Super Bowls) have reportedly attracted audiences of more than 100,000 proving there is interest in the sport, we suspect the answer is "hardly anyone".

It wouldn't be the first time that streaming overseas sport into Australia has flopped. Optus spent big (reportedly $189 million) to secure the rights to English Premier League football (soccer) without winning many friends. Since Optus hasn't been trumpeting figures showing the strategy was successful, we can only assume it wasn't.

LEARN HOW TO REDUCE YOUR RISK OF A CYBER ATTACK

Australia is a cyber espionage hot spot.

As we automate, script and move to the cloud, more and more businesses are reliant on infrastructure that has the high potential to be exposed to risk.

It only takes one awry email to expose an accounts’ payable process, and for cyber attackers to cost a business thousands of dollars.

In the free white paper ‘6 Steps to Improve your Business Cyber Security’ you’ll learn some simple steps you should be taking to prevent devastating and malicious cyber attacks from destroying your business.

Cyber security can no longer be ignored, in this white paper you’ll learn:

· How does business security get breached?
· What can it cost to get it wrong?
· 6 actionable tips

DOWNLOAD NOW!

10 SIMPLE TIPS TO PROTECT YOUR ORGANISATION FROM RANSOMWARE

Ransomware attacks on businesses and institutions are now the most common type of malware breach, accounting for 39% of all IT security incidents, and they are still growing.

Criminal ransomware revenues are projected to reach $11.5B by 2019.

With a few simple policies and procedures, plus some cutting-edge endpoint countermeasures, you can effectively protect your business from the ransomware menace.

DOWNLOAD NOW!

Stephen Withers

joomla visitors

Stephen Withers is one of Australia¹s most experienced IT journalists, having begun his career in the days of 8-bit 'microcomputers'. He covers the gamut from gadgets to enterprise systems. In previous lives he has been an academic, a systems programmer, an IT support manager, and an online services manager. Stephen holds an honours degree in Management Sciences and a PhD in Industrial and Business Studies.

 

Popular News

 

Telecommunications

 

Sponsored News

 

 

 

 

Connect