Amazon Prime Video’s first foray into UEFA Champions League broadcasting in the UK and Ireland has delivered resounding success—both in numbers and in narrative. With exclusive rights to 17 high-profile matches on Tuesday nights, the platform drew a record-breaking 13 million viewers in its debut season.
The Rise of a New Football Broadcast Power
Among the standout figures:
- PSG vs Liverpool (QF) became Prime’s most-watched live sport event ever in the UK, attracting 5M+ viewers.
- PSG’s semi-final win over Arsenal matched that benchmark.
- Man City vs Real Madrid and Arsenal vs Real Madrid each pulled in 4M+ viewers.
- Surprisingly, non-English sides like Barcelona and Inter Milan also crossed the 4M mark, showing appetite for top European clashes regardless of Premier League affiliation.
Amazon’s coverage wasn’t limited to live streaming. Its pre-match build-ups, pitch-side reporting, and editorial storytelling helped elevate Tuesday night games into footballing spectacles. “We’re just getting started,” said Alex Green, Prime Video Sport’s Managing Director, promising further innovation in next season’s coverage.
What This Means for the Football Broadcast Landscape
Prime Video has proven it can:
- Challenge linear giants like BT Sport and Sky in audience scale.
- Convert subscribers into sports fans through smart scheduling and exclusive content.
- Deliver high-quality production that mirrors or exceeds traditional broadcasters.
- Generate viewership not just from English clubs, but from football’s broader European theatre.
This season serves as a case study in modern fan engagement through a streaming-first lens—one that blends frictionless access with a content-first approach.
- For Football Clubs:
→ Own Your Digital Real Estate: Don’t rely solely on league-level rights. Build internal content arms to distribute shoulder content (training access, behind-the-scenes, match prep).
→ Leverage Global Fixtures: Cross-border matchups (e.g. PSG vs Arsenal) are high-value. Use these to build your international fan funnels. - For Streaming Platforms:
→ Focus on Eventization: Tuesday night Champions League games are now Prime’s version of NFL Sundays. Own the narrative, pre-match build-up, and post-match debrief.
→ Test Local-Language Feeds & Player POV Content: Give fans optionality in how they consume—from stats-heavy to emotive commentary. - For Traditional Broadcasters:
→ Rethink Value Delivery: Subscription fatigue is real. Create smart hybrid bundles or offer modular access to high-demand matches.
→ Integrate Data & Story: Don’t just show the match—contextualise it with tactical analysis, performance data, and fan sentiment in real-time.
Ready to Innovate Your Sports Content Strategy?
We work with clubs, leagues, broadcasters, and platforms to:
- Navigate broadcast transitions to streaming.
- Design digital-first fan engagement ecosystems.
- Develop content & commercial strategies that convert attention into value.
Let’s future-proof your fan strategy. Get in touch now to start the conversation.
