PORTSMOUTH, N.H. — Recent findings from Hub Research’s latest survey on sports and television coverage indicate that Amazon may have successfully enhanced the viewer experience for NFL fans through its innovative use of technology. The Prime Video ‘Prime Vision’ feature, an AI-enhanced interface available as an alternate feed during NFL ‘Thursday Night Football’ telecasts, provides on-screen graphic overlays displaying real-time player statistics and insights. Viewers have responded positively to this enhancement.
Hub Research’s ‘Evolution of Sports’ survey, which polled sports fans, included specific questions about Prime Vision. The results showed that 70% of respondents who viewed the Prime Vision feed held a positive opinion of the feature, with 20% stating they ‘loved’ the enhancements, describing them as making the game more immersive and exciting. Only 6% of respondents reported not liking Prime Vision.
Key Findings
- 57% of NFL fans with Prime Video noticed at least one of the enhanced feed’s features during games
- Among those who ‘liked’ or ‘loved’ Prime Vision:
- 82% were excited for more sports content on streaming services (compared to 56% of all sports fans)
- 80% supported streaming services adding sports content (compared to 54% of all respondents)
- 76% preferred watching games on streaming platforms over cable if given the choice
Jon Giegengack, Hub’s founder and one of the study authors, noted, “These findings underscore that new tech won’t engage consumers just because it’s new. Many enhancements in the past haven’t added value, or worse, have gotten in the way of the experience. But Prime Vision appears to elegantly thread the needle, improving the experience for fans who choose to use it and instilling confidence in fans about Prime as a ‘home’ for sports content in the future.”
The survey was based on interviews with 3,753 U.S. sports fans aged 13-74, conducted in December 2024. The positive response to Prime Vision suggests that Amazon is making significant strides in enhancing the sports viewing experience through technological innovation.
