Facebook, Amazon, Twitter and Google’s YouTube have all submitted proposals to the NFL in the hope of streaming the games, according to two sources familiar with the process.
All four companies also talked to the NFL last year about the same deal, which Twitter won with a $10 million bid for the right to stream 10 games. (CBS and NBC pay a lot more for the rights to broadcast the games on television.) It’s possible others have also submitted proposals.
The league is likely to make a decision within the next month, and could provide some kind of update to league owners at the NFL’s Annual Meeting in Phoenix next week.
Just like TV networks, tech companies are interested in live sports right now. Facebook and Twitter are cutting deals for virtually any live sports they can get their hands on, and Amazon is also interested in live sports deals and has been buying movie rights, too.
Live sports rights are expensive and tough to come by, though; traditional TV rights for major sports leagues like the NFL, NBA and MLB are already locked up for years. That makes these Thursday night streams the highest-profile package on the market right now.
But while the NFL deal is high profile, it’s tough to tell how valuable it actually is. Twitter didn’t report a meaningful spike in user growth or revenue as a result of last year’s games, for instance.
Twitter claims 3.5 million people watched each game, on average, but the average audience at any given time, which is how traditional TV ratings are calculated, was just a couple hundred thousand viewers per game. CBS averaged closer to 15 million viewers per “Thursday Night Football” game last season.