Prime time viewing: Amazon's Champions League deal will almost double German fan reach
Amazon's UEFA Champions League rights deal in Germany will nearly double the fan reach of the competition to over half of those who say they enjoy watching the matches. Amazon has secured a three-year deal starting with the 2020/2021 season to show Tuesday night games. Sky Deutschland currently shows the majority of fixtures and sub-licenses select games to sports OTT platform DAZN. Only 30% of Champions League fans in Germany have access to the competition under the present deal, which will be boosted significantly to 56% by Amazon taking the Tuesday match package—assuming Sky Deutschland and DAZN continue to also broadcast fixtures in the next cycle. Of the remaining 46% who would not have access to any games, only 4% frequently visit public places to watch live sports fixtures, leaving 40% to follow the competition through highlights. Amazon Prime Video has always outperformed Netflix in Germany, driven in part by the attraction of its Amazon Prime retail offer. With Amazon so widespread, and only 12% of German Champions League fans currently having access to Sky and DAZN without an Amazon Prime account, this is a clear example of rights sharing creating a significant boost to reach.