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Bloomberg reports that “ Inc. plans to bid for the rights to stream Premier League matches in the upcoming auction in the U.K., according to a source familiar with the matter, part of a broader strategy to bring more sports content to its global customers.”

The story goes on: “The auction for the Premier League’s live rights pulled in 5.1 billion pounds ($6.9 billion) in 2015 after broadcasters Sky and BT bid against each for the rights for three seasons and carved them up between them. Ahead of this year’s auction there has been speculation that one or more of the digital giants, such as Amazon or Facebook Inc. might take on the traditional broadcasters for the first time, potentially causing an uplift in what is already seen as an expensive package.”

Amazon’s argument is that “big investment in video pays off by enticing more people to join Prime, making them more loyal shoppers.” The numbers confirm the argument - Amazon Prime members spend almost twice as much on the site as non-Prime members.
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