As audiences grow more comfortable watching sports on streaming platforms, programmers are increasingly turning to AI to streamline content creation and distribution. Yet when it comes to live games, fans remain highly protective of their viewing experience. While some innovations have looked promising on paper—such as the FoxTrax hockey puck, ESPN’s 3D sports channel, and Wimbledon’s AI-generated commentary from IBM’s Watson—they ultimately failed to connect with viewers and, in some cases, triggered backlash.
In Hub’s latest “Evolution of Sports” survey, sports fans shared their views on "Prime Vision," an AI-enhanced interface available as an alternate feed on Amazon Prime’s Thursday Night NFL games. This optional stream provides an augmented view of the field, with real-time graphic overlays displaying player stats and insights.
According to the survey, 57% of NFL fans with Prime Video said they noticed at least one of the Prime Vision features during a game. Among those viewers, the response was largely positive: 70% had a favorable impression of the features, with 26% saying they “loved” them and felt they made the game more exciting and immersive. Only 6% reported a negative experience with Prime Vision.
Fans who had a positive experience with Prime Vision are also more enthusiastic about the future of sports on streaming platforms. Among those who said they “liked” or “loved” the Prime Vision features, 82% expressed excitement about more sports content becoming available through streaming services, compared to just 56% of all sports fans. Additionally, 80% of this group said they appreciate when non-sports-focused streaming platforms begin offering sports content, versus 54% of all respondents. Notably, 76% said they would choose to watch a game on a streaming platform over cable if both options were available.
“These findings underscore that new tech won’t engage consumers, just because it’s new,” said Jon Giegengack, Hub’s founder and one of the study authors. “Many ‘enhancements’ in the past haven’t added value, or worse, have gotten in the way of the experience. But Prime Vision appears to elegantly thread the needle, improving the experience for fans who choose to use it and instilling confidence in fans about Prime as a ‘home’ for sports content in the future.”
These findings are from Hub’s “Evolution of Sports” report, based on a survey conducted among 3,753 US sports fans ages 13-74. Interviews were conducted in December 2024.
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