Amazon is introducing a new feature called “Defensive Alerts” to its main Thursday Night Football broadcasts this season. This feature uses AI and predictive modeling technology to track defensive players before a play and determine who is most likely to rush the quarterback. A red orb appears around the moving players to help viewers identify potential blitzers. Former NFL cornerback Richard Sherman, now an NFL analyst for Amazon, believes that this feature changes the way fans view the game by providing insight into the players who could be rushing the quarterback.
In addition to “Defensive Alerts,” Amazon is experimenting with a variety of analytics-focused features in its alternate broadcast called Prime Vision with Next Gen Stats. These features include “Pressure Alert,” which highlights defensive players in position to disrupt a play, “Coverage ID,” which shows defensive schemes before the ball is snapped, and “Defensive Vulnerability,” which identifies areas on the field where the offense should try to attack. Commentator and analyst Kirk Herbstreit is excited about the Defensive Vulnerability feature as it will show exactly where the offense should exploit mismatches.
Amazon is taking a thoughtful approach to adding these fancy tech features to the main TNF stream, recognizing that not every fan may want to watch the game in the same way as commentators or former players. The company is set to broadcast an NFL playoff game for the first time this season, as well as a game on Black Friday. Last year, Amazon integrated e-commerce shopping features into the game feed, potentially hinting at the future of advertising during live sports. This move aligns with the growing trend of sports leagues engaging with tech companies as cable providers’ existing deals expire, catering to the increasing number of cord-cutters.
Amazon reportedly paid $100 million for the TNF deal, part of its expanding sports streaming catalog that will include NBA games starting in 2025. By offering live sports content, Amazon aims to lure more subscribers to its platform, particularly through its Prime memberships required to watch the games. This strategy also opens up additional revenue opportunities through advertising, which has become one of Amazon’s most profitable businesses. As tech companies continue to seek valuable content like live sports to attract subscribers, Amazon’s focus on sports streaming aligns with the changing landscape of how people consume media and engage with sports content.
