Amazon has won the rights to broadcast 10 National Football League Thursday night games live online this season, as part of its video content strategy exclusive to Prime subscription members.

The company paid $50 million for the one-year deal, according to Bloomberg, taking over from a similar agreement Twitter had last year that saw the social media service sprout an Apple TV app for users to watch the games free of charge. Amazon has made Prime Video apps available for iPhone and iPad, but has yet to offer one for Apple TV.

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Image via Mark J. Rebilas/USA TODAY Sports

The games will continue to be broadcast on TV by CBS, NBC, and the NFL Network. The short-term deals reflect the football league's strategy up until 2021, when the traditional broadcast deals start to expire. After that, NFL will reportedly treat tech companies as potential suitors alongside regular television networks.

Amazon offers original movies and shows as part of its Prime Video service. Early last year, the company began offering Prime Video as a standalone $8.99 monthly subscription deal with an option to cancel at any time, as an alternative for those who don't want to sign up to the all-in $99 Amazon Prime annual subscription.

Top Rated Comments

Beezer70 Avatar
63 months ago
You know you can Airplay it to the Apple TV right? You can't use the iPhone/iPad at the same time for anything else if you do but it works quite well.
But then you get a phone call in the middle of the game and it cuts off the video stream. Yeah, just give me an app for the Apple TV already.
Score: 6 Votes (Like | Disagree)
Keane16 Avatar
63 months ago
Makes me want that Prime app for the Apple TV even more.
Score: 6 Votes (Like | Disagree)
countryside Avatar
63 months ago
So Apple users can stream NFL games on their 6" iPhone... But we will not be able to use our Apple TV.
Score: 3 Votes (Like | Disagree)
Chupa Chupa Avatar
63 months ago
I'm going to say it -- Apple should have jumped on this rather than concerning itself with a lame reality show about apps staring Gwenth Paltrow. Personally I think they should have bid hard for Sunday Ticket. That would have made ATV a must have and there would have been a mad rush for them.
Score: 3 Votes (Like | Disagree)
willmtaylor Avatar
63 months ago
I'm glad I don't waste my money on Prime :).
Interesting that you think it's a waste. Do you not use Amazon?
Score: 2 Votes (Like | Disagree)
Chupa Chupa Avatar
63 months ago
You know you can Airplay it to the Apple TV right? You can't use the iPhone/iPad at the same time for anything else if you do but it works quite well.
You can but it's really just a band-aid compared to having it play direct from ATV. Airplay resolution is diminished compared to native ATV.
Score: 2 Votes (Like | Disagree)

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