Reports suggest that Amazon has hired James DeLorenzo to head its newly formed sports group. This move comes after Amazon bid for streaming rights to NFL’s Thursday night football game, which were ultimately secured by Twitter. And it indicates Amazon’s increased focus on sports programming for its streaming service. DeLorenzo is a veteran sports media executive. Prior to joining Amazon, he worked in executive roles in CBS and Time-owned Sports Illustrated, where he helped launch the 120 sports digital venture. While most fans still prefer to watch sports on traditional TV, the shift towards alternative streaming media is gradually taking hold, no doubt driven in part by the cord cutting trend. Amazon’s focus on live streaming of sports appears to be intended to tap into this trend and attract consumers from the digital millennial generation to its streaming service, which is now offering standalone subscriptions. We believe this move can give Amazon a competitive edge over players such as Netflix and Hulu and increase its subscriber base in the long term.

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