Amazon Prime aims to expand cricket coverage in India | WARC | The Feed

Amazon Prime aims to expand cricket coverage in India

US streaming giant Amazon Prime Video has signalled its intent to grow its live cricket streaming service in India, ultimately challenging Disney’s leading position, reports the Financial Times.

The background

• Amazon last month won the rights to stream live New Zealand games into India between 2021 and 2026, the US company’s first move into live sports in India.
• The move is seen by industry observers as a first shot by Amazon in what will be a challenge for rights to far more lucrative top Indian cricket competitions.
• Disney currently dominates the country’s streaming market thanks to its rights to India’s two biggest sports tournaments – the Indian Premier League, and Indian national cricket – but rights to these expire in 2023 and 2024 respectively.

Key quote

“We’re here, we’re really serious and we’re committed to the long term,” said Vijay Subramaniam, Amazon Prime Video’s head of India content.

Sourced from Financial Times