Digital Media

Amazon may be eyeing live tennis, rugby for Prime Video

A report from Bloomberg says the online retailer could be planning to bolster its streaming service with live sports.

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Andy Murray at the 2016 French Open in Paris.

Mehdi Taamallah/NurPhoto via Getty Images

Amazon may be getting sportier.

The world's biggest online retailer is shopping around for video rights for a variety of sports, including French Open tennis and professional rugby, according to a report Friday from Bloomberg that cited unnamed sources. Amazon is looking into sports with global audiences, such as tennis, golf and soccer, but is also interested in major US sports like baseball, the report said.

Amazon could end up bringing live sports to its Prime Video streaming service, create a separate sports offering, or bring more sports channels to Prime Video, according to Bloomberg. The progress of Amazon's talks wasn't clear, the report said.

Amazon would be yet another major tech or telecommunications company now bidding for live sports in hopes of attracting more viewers to their video services. In April, Twitter signed a deal to stream Thursday night National Football League games and Yahoo Sports inked a deal to stream Major League Baseball games. Last year, Yahoo snagged the first-ever global live stream of an NFL game. For some of these players, like Twitter and Yahoo, live sports could serve as a way to regain relevance, while for Amazon it could simply be another inducement to lure in customers.

Meanwhile, Netflix, the biggest video streaming service out there, has repeatedly rejected the idea of bidding for live sports, saying such events didn't fit with its on-demand service.

An Amazon representative didn't respond to a request for comment.

For now, most major US sports rights have been gobbled up by major broadcasters and cable companies, which have been using live sports as a way to hold on to a declining viewer base, with more customers moving to online services including Netflix, Amazon Prime Video and Hulu.