In a move to solidify its position in the competitive sports streaming landscape, Amazon Prime Video has introduced its first-ever dedicated sports channel through a partnership with Dream Sports-owned FanCode. This marks Amazon’s entry into a domain already contested by heavyweight players like Disney+ Hotstar and JioCinema.
Yannick Colaco, Co-founder of FanCode, expresses excitement about the collaboration with Prime Video, stating that it’s a step towards reaching every sports fan across the country. The unique position of FanCode as the first sports platform on the Prime Video service adds a layer of significance to this partnership, promising to increase its reach further and offer premium content to a broader audience.
FanCode, known for its comprehensive sports services from streaming to merchandise, serves as the key ally in this venture. The collaboration holds particular significance in the Indian market, where the demand for live sports content is immense, especially in a country where concurrent viewership for a cricket game can surpass 5 crores on a digital platform.
Streaming Over 15 Global Sports, Including Cricket and Football
Amazon’s latest manoeuvre involves live streaming of more than 15 sports globally, ranging from cricket and football to rugby, kabaddi, basketball, and horse racing. FanCode boasts exclusive rights and partnerships with prestigious sports entities such as ICC Pathways, Cricket West Indies, EFL, CONMEBOL, Volleyball World, and FIBA. Subscribers can enjoy a wide range of tournaments, including the Carabao Cup, Women’s Big Bash League, FIFA U17 World Cup, Barclays Women’s Super League, AFC Champions League, AFC Cup, and Yuva Kabaddi, among others.
Prime Membership Perks: An Annual Add-On Subscription to FanCode
To access the new sports channel, Prime members need to purchase an annual add-on subscription to FanCode at an introductory price of Rs 249. This move is set to attract sports enthusiasts, offering them exclusive content and a diverse array of sports events.
Navigating Through India’s Competitive Market
Amazon’s collaboration with FanCode follows intense battles between Indian tycoons Mukesh Ambani and Disney Star for media rights to the Indian Premier League. With Disney Star securing television rights and Ambani acquiring digital rights, the stakes in the Indian sports streaming market have reached new heights. Ambani’s recent acquisition of media rights for all of India’s domestic cricket matches adds complexity to the evolving media dynamics, while ongoing talks about a potential Sony-Zee merger introduce a new dimension to the competition.
Moreover, reports suggest that Amazon has explored a stake in the ESPN streaming service being developed by Walt Disney Co., adding an international dimension to its sports streaming endeavours. Meanwhile, global market dynamics indicate a potential shift as Reliance emerges as a frontrunner in acquiring Disney Star’s India assets, opening opportunities for new contenders in the race for sports viewership in the world’s most populous country.
As Amazon intensifies its presence in the sports streaming space through the FanCode partnership, the battle for viewer attention in the world’s most populous country is poised to become even more spirited.
