Amazon Prime Video is launching ‘Prime Vision’ for Champions League coverage, offering viewers immersive in-game data like player stats, xG, and real-time analysis inspired by video games. The feature aims to enhance the viewing experience and attract a wider audience.
Amazon Prime Video is set to revolutionize the Champions League viewing experience with the introduction of 'Prime Vision,' a groundbreaking feature that will immerse fans in a wealth of real-time data during live matches. Launching with the Tottenham Hotspur versus Villarreal clash, Prime Vision aims to elevate football coverage by blending traditional broadcasting with video game-inspired data overlays.
Prime Vision will present viewers with a dynamic layer of information directly on the screen, displaying key player statistics such as running speed, passing distances, and potential passing options. This innovative approach seeks to provide a deeper understanding of the game's intricacies, offering insights previously unavailable to the average viewer.
Alex Green, Managing Director of Prime Video Sport International, emphasized the ambition behind Prime Vision, stating that it will “raise the bar for football fans and offer something meaningfully different.” He also hinted at further innovations in the pipeline, promising a continued commitment to enhancing the viewing experience in the years to come. The service will initially be available in the UK, with plans to expand to Germany and Italy starting from the Champions League’s third matchday.
The concept behind Prime Vision draws inspiration from the successful implementation of similar technology in Amazon’s NFL coverage in the United States, where it has been operational for three years. The goal is to replicate the experience of a detailed analyst breakdown, but in real-time, allowing viewers to grasp tactical nuances and player performances as they unfold.
Beyond the core statistics, Prime Vision will also incorporate advanced data points such as shot speed, jump height, and a comprehensive display of all 22 players’ positions on the pitch. Furthermore, the service will feature Expected Goals (xG) calculations for each scoring opportunity, bringing a relatively new metric to the forefront of live coverage. Amazon has developed its own proprietary xG model and an algorithm to assess “momentum” shifts during matches, adding another layer of analytical depth.
Andrew Hornett, Prime Video’s Director of Live Sports Production for Europe, highlighted the optional nature of Prime Vision, assuring viewers that it won’t disrupt the traditional broadcast experience. He also acknowledged the influence of video games, particularly EA Sports’ FC series, in shaping the development of this data-driven approach. “Gaming has had an influence and [Prime Vision] has been developed by gamers,” he said. “But we haven’t defined a target audience, we’ve done it because we think it’s a cool thing to do.”
The success of Prime Vision in the US, where it earned an Emmy Award for Outstanding Interactive Experience in 2023, and a subsequent 11% increase in viewership for Amazon’s NFL coverage, underscores its potential. Internal data reveals that the Prime Vision audience is, on average, nearly seven years younger than those watching traditional broadcasts, and exhibits a more balanced demographic in terms of football knowledge, attracting both avid fans and newcomers to the sport.
Despite being a relatively new player in the UK sports broadcasting landscape, Amazon is rapidly expanding its portfolio and attracting significant audiences. Last season, four of its Champions League matches garnered over 5 million viewers each. Hornett believes that Amazon’s technological prowess allows it to innovate at a faster pace, asserting that “it will take our rivals a bit of time to get where we are” in relation to Prime Vision.
Green concluded by emphasizing Amazon’s long-term commitment to sports broadcasting, stating that the company is “here to stay.” He highlighted the positive reception from rights holders, who appreciate Amazon’s dedication to quality coverage, in-depth analysis, and a forward-thinking approach to innovation.
The introduction of Prime Vision marks a significant step forward in sports broadcasting, promising a more immersive, informative, and engaging experience for Champions League fans. As Amazon continues to invest in innovation, it is poised to become a major force in the world of sports broadcasting.