Published on December 8th, 2023
5 Takeaways: Amazon Secures ICC Broadcasting Rights
- Streaming Dominance
- Subscription Requirement
- Four-Year Rights Package
- Broadcasting Landscape in Australia
- Digital Engagement and Records
Amazon Prime Video has successfully secured the broadcasting rights for the International Cricket Council (ICC) events in Australia, including the Men’s and Women’s World Cups, Twenty20 World Cups, Champions Trophy, Under-19 World Cup, and the World Test Championship match (Final).
The deal, finalized approximately two weeks after Australia won the World Cup in November, marks a significant shift in the broadcasting landscape, as it is the most substantial sports deal to go exclusively to a streaming service without a free-to-air partner.
The four-year agreement, running until 2027, means that Australians will need a paid subscription to Amazon Prime Video to access the cricket tournaments digitally, as no traditional linear channels like Channel 9, Fox, or Seven secured the rights.
Unlike some other countries, there is no Australian law compelling broadcasters to share content with free-to-air channels, making the subscription to Amazon Prime Video necessary for the public to watch these global games.
The ICC and Amazon Prime Video confirmed the deal, emphasizing that it follows the success of the ICC Men’s Cricket World Cup 2023, which set records for in-stadium attendance and broadcast viewership.
The new partnership, starting in January 2024, will provide exclusive access to all matches in every tournament of elite ICC competitions for cricket fans across Australia, at no extra cost to a Prime membership.
This move represents a significant milestone in the distribution of sports content, showcasing the growing demand for digital engagement with cricket events.
Feature Image Source: Christian Wiediger
