Amazon Prime Video Targets Interactivity In Its Third Season Streaming NFL’s Thursday Night Football

X-Ray feature allows viewers to dive into league's Next-Gen Stats

Alternate announcers. Unique pregame content. Even a diversity of platforms on which to stream. Amazon Prime Video has attempted to layer various features on top of what it considers to be an elite-caliber simulcast stream of NFL’s Thursday Night Football. Now entering its third season as the exclusive streaming partner of the TNF package, Prime Video is looking to give viewers even more control over their game-watching experience, with an emphasis on UX layers that bring forth deeper statistical integration.

“We’re revolutionizing the way football fans stream Thursday Night Football and allowing Prime members to personalize how they watch and hear the game,” says Marie Donoghue, Vice President of Prime Video Sports. “There’s something for every football fan — from deeper gameplay analytics at their fingertips to differentiated commentary to the ability to easily discover and watch on any device, anywhere in the world. We think both longtime sports fans and those new to the game will love watching and engaging with TNF on Prime Video and Twitch.”

Amazon Prime Video is bringing its popular X-Ray feature — which users of entertainment video use to identify actors and shows currently on their screen — to the live sports environment in ‘X-Ray for TNF.’ Amazon says the feature will help fans keep their eye on the screen by providing high-level advanced statistics on players and plays currently taking place in game action.

It’s all in an effort to differentiate the Prime Video experience of the game from the traditional linear television production through the use of interactivity by leveraging the touchscreen technology available on devices like smartphones and tablets.

According to an official release, those stats can include “a quarterback’s average time to throw, a running back’s average yards after contact, and a wide receiver’s average yards of separation.” All of this data is coming from the league’s Next Gen Stats’ real-time player tracking system. X-Ray is currently available only on iOS and Android-enabled devices.

Also for the third year, TNF will also be available to viewers on Twitch (another streaming property owned by Amazon). Those feeds will include co-streamed commentary from popular streamers on Twitch. The chat window will also feature popular Twitch users and custom cheers, memes, and emotes.

Through Prime Video, TNF is available in over 200 countries and territories around the world.

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