Prime Video is cutting the cord with NBC Universal. Amazon’s Prime Video will no longer need NBC Sports to produce Thursday Night Football following NBCUniversal’s new partnership with YouTube.
What We Know: NBC Sports has produced Thursday Night Football for Prime Video for several seasons. However, that arrangement is ending as Prime Video expands its own production team while NBC Sports is redirecting its production focus toward a new deal with YouTube. As part of that agreement, Peacock Premium will bundle with YouTube Premium starting in early 2027.
What They Said: Matt Strauss, chairman of NBCUniversal media group: “The first principle for us was, does this accelerate Peacock’s long-term growth? And the answer to that is yes. Peacock will now be one of the largest domestic streamers. It’s going to significantly expand our reach.”
What Remains Unclear: Which additional YouTube sports telecasts, if any, NBC Sports will produce hasn’t been announced yet. It’s also unclear how Prime Video’s in-house arrangement may need additional support in the near future.
What It Means: Prime Video’s move signals a maturing, self-sufficient production operation. Meanwhile, NBCUniversal is doubling down on its expanding YouTube alliance instead with expansion for Peacock as a focus. Consequently, NBC Sports gains a fresh production partner even as it loses a longtime client. Ultimately, the shift reflects a media industry reshuffling around tech platforms’ growing production muscle.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.