“We really lean into a specific driver for a little bit longer, and it creates a stronger bond between the driver and audience,” Flood said.
If the future of sports watching is fans choosing exactly the kind of announcer or experience they want, why not take the idea further? Amazon, which shows N.F.L. games on Thursdays and owns the rights for a number of different sports in Europe, already provides several different commentary streams for those games.
But Amazon also owns Twitch, the streaming platform most heavily associated with video games — where at any given moment you can find thousands of people, some of them professionals with a huge audience and some of them amateurs with no audience, commenting while playing video games or doing other things. Amazon has shown some games on Twitch with handpicked and hired hosts, but it is not a free-for-all open to thousands of different commentators.
For one, there is a rights issue. The N.F.L. sells Amazon the right to do very specific things, which does not include allowing anybody who wants to comment on games on Twitch, and therefore allow anybody to watch on Twitch and bypass traditional ways of viewing.
But even if they could do so, Marie Donoghue, the head of global sports at Amazon, is not sure they would want to. “We don’t know if infinite choice is what fans want,” she said. “We do think fans want great optionality, but we have to learn, because if you give fans infinite choice it may become overwhelming, and they get lost in the experience.”
Infinite may not be on the horizon then, but more certainly is.
Next year, when Amazon actually produces the N.F.L. games they show, there will almost certainly be more options. Meier said Triller was getting ready to “rock the world with a completely new concept” in boxing, while Rolón said ESPN would expand its alternate telecasts as technology allowed it to do so.