The OTT landscape is undergoing a shift, moving beyond streaming movies and series to become a ‘Jack of all Trades,’ where each platform offers a diverse range of content. In this race, sports are becoming a prominent player.
Netflix had its run with the Netflix Cup, while Hotstar has long been a dominant force in sports streaming, particularly in India. Apple TV is steadily establishing itself in overseas markets.
Now, Prime Video is making a strategic entry, notably with a fast and furious approach.
Recently, NASCAR signed a seven-year TV rights deal with platforms like Fox Sports, NBC Sports, WB, and, notably, Amazon’s Prime Video. While specific numbers remain undisclosed, reputable sources suggest the deal could be valued at $7.7B, marking a 40% increase from the current NASCAR deal.
This agreement also marks NASCAR’s debut on live streaming platforms. Throughout the deal, Prime Video and TNT will enjoy various benefits, including streaming five mid-season races each. Prime Video will share the stage with Max, streaming Practice and Qualifying sessions throughout the year.
NASCAR President Steve Phelps expressed optimism about the partnership’s future, stating, “Our goal was to secure long-term stability with an optimized mix of distribution platforms and innovative partners that would allow us to grow the sport while delivering our product to fans wherever they are – and we’ve achieved that today.”
Jay Marine, Vice President and Global Head of Sports at Prime Video, echoed this excitement, saying, “NASCAR is the most popular motorsport in the country, and we can’t wait to deliver Cup Series racing to Prime members in the U.S. for the first time.”
He added, “We are excited to find ways to get NASCAR fans closer to the racing than ever before, and we are proud to contribute to the growth of the sport in the years ahead.”
As the sports wave grows in the OTT realm, the hope is that it doesn’t turn into a tsunami. The world of OTT should embrace experimentation in streaming methods and content to stay dynamic in the future.