Chris

My sense is that they're testing the water, trying out technology and establishing what the maximum reach is for football on their platform, i.e. if there is no barrier to entry (through extra subscription), what's the maximum number of their existing subscriber base that will access a live stream? How many new subscribers will access one or more football streams in their first month? Data like this will help them decide what to do with it in future, including how much to pay for the rights, and whether it is worth more to them as a way of getting subscribers on to the Prime service, or whether it's something that best stands separate with an extra subscription, as is the case with Prime Music.