Amazon’s comforting Christmas Premier League coverage masked its long-term ambitions

Football rights help tap into data about older demographics that can help the retailer sell other goods and services.

Football, especially the Premier League, always seems to move at a lightning pace. It’s in that spirit that Amazon hosting the Premier League for the first time is already old news.

If that says a lot about how we as consumers devour content on-demand with speed and impatience, it also says a lot about how little of a culture shock Amazon’s coverage truly was.