Wall Street Journal:

The National Football League has reached a deal to stream 10 Thursday night games with Amazon.com Inc., the online retailer that is aggressively trying to position itself as a premier source of entertainment content.

The one-year agreement is valued at around $50 million, according to people familiar with the matter. That price tag represents a fivefold increase over the NFL’s agreement with Twitter Inc. for the same number of games last season.

To me, this deal makes much more sense than last year’s Twitter deal. The Twitter deal seemed like dipping a toe in the waters, an experiment with no real end goal. With Amazon, the deal seems more practical, a move to drive traffic, to increase Amazon Prime signups. Note that the games will still be available on TV via CBS and NBC.

Not sure this kind of move would ever make sense for Apple, unless buying an Apple TV was the only way you could watch Thursday Night Football.