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NFL’s TV Negotiations Turn Into New Front in Streaming Wars

  • Peacock, Paramount+ and ESPN+ all plan to show games
  • Amazon is looking for exclusive rights to Thursday night
Bob Chapek
Bob ChapekPhotographer: Patrick T. Fallon/Bloomberg
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Negotiations over broadcast rights to National Football League games -- long seen as the biggest prize in television -- have become yet another extension of the streaming wars.

As media titans such as Walt Disney Co. and Comcast Corp. hammer out deals to show games on their TV networks, they’re seeking new ways to add NFL action to their streaming platforms as well. Inc., meanwhile, is getting more ambitious about using NFL games to attract users to its Prime Video service, according to people familiar with the company’s thinking.