Amazon is consulting industry experts about procuring rights to England's top live sport: soccer. The Seattle-based tech giant has its eyes Premier League rights for the three years between 2019-2022, according to The Daily Telegraph. Amazon would position itself against two of England's top live sports channels, Sky TV and BT, in a bid for the rights.
Why it matters: It's a sign that Amazon is interested in continuing to build a portfolio of worldwide sports rights to increase its Prime membership and user engagement with its services. As it build its advertising business, user adoption and time spent with its content will become crucial in ensuring it can produce enough ad inventory to sell sponsorships and ad placements.