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Streaming Platform Partners with Sports League for Docuseries Roadmap

Prime Video and NFL Films Unveil Multi-Year Docuseries Roadmap, Cementing Streaming’s Lead in Sports Storytelling

SEATTLE — November 19, 2025 — Prime Video and NFL Films today announced an expanded partnership that will make Prime Video the definitive streaming home for behind-the-scenes football storytelling, unveiling a multi-title docuseries roadmap that begins production this month and rolls out through Super Bowl LXI in 2027.

The agreement, the largest of its kind between a global streamer and a U.S. sports league, calls for six new documentary series—totaling more than 40 hours of premium content—produced by NFL Films and Skydance Sports, the duo behind 2024’s record-breaking Kelce. Financial terms were not disclosed, but people familiar with the pact value the programming commitment at more than nine figures, underscoring the escalating arms race for sports-adjacent content as streamers fight to reduce churn and deepen watch-time.

Live rights remain the costliest line item in any sports budget—NBCUniversal’s recent $3 billion Olympics extension and the joint venture formed by ESPN, Fox and Warner Bros. Discovery are proof—but long-form docuseries are proving a high-ROI complement, delivering younger, female and international viewers who rarely tune in to live broadcasts.

According to Amazon internal data, 62 % of Kelce viewers had never watched an NFL game on Prime Video, a conversion stat that convinced the company to double down on serialized storytelling.

“Sports documentaries have become the new limited-series event—appointment viewing that travels globally without geo-blocked kick-off times,” said Jay Marine, VP of Prime Video Sports. “This roadmap gives us a repeatable franchise that can live alongside Thursday Night Football and our expanding live portfolio, deepening fandom from São Paulo to Seattle.”

The first green-lit project, Inside the 32 (w.t.), will embed cameras with every NFL franchise during the 2025 postseason, rotating episodes weekly to capture the league’s most consequential moments. Production teams have already secured cinematic access agreements with 11 playoff-bound clubs, including the Kansas City Chiefs, Detroit Lions and Baltimore Ravens. Emmy-winning director Shannon Furman (All or Nothing: Arsenal) will serve as show-runner, while 44 Blue Productions and Skydance Sports handle physical production. The 12-episode series is scheduled to premiere globally on Prime Video in June 2026 in more than 240 countries and territories.

Subsequent titles will chronicle the 2026 NFL Draft in Chicago, the international growth of Flag Football ahead of its Los Angeles 2028 Olympic debut, and a yet-to-be-announced legacy franchise’s rebuild through the eyes of its general manager. All projects will be shot in 4K HDR with Dolby Atmos audio, and each episode will carry X-Ray bonus content exclusive to Prime Video’s interface.

“NFL Films has spent 60 years turning football into mythology,” said Ross Ketover, CEO of NFL Films. “Partnering with Prime Video lets us push that craft further—faster cuts, deeper data, global reach—while staying true to the authenticity fans expect.”

The announcement arrives as U.S. sports-documentary viewership has grown 41 % year-over-year, per Nielsen’s 2025 State of Sports Report, and streamers race to replicate the cultural footprint of Netflix’s Formula 1: Drive to Survive, credited with boosting F1’s U.S. fan base by 48 % since 2018. Amazon’s own Kelce became the most-watched three-day opener for any original title in Prime Video history, outpacing season one of The Lord of the Rings: The Rings of Power in first-minute streams, according to company metrics.

Wall Street analysts view the docuseries slate as a cost-efficient hedge against escalating live-rights inflation. “Original storytelling lowers subscriber-acquisition cost and extends the content half-life for years,” said MoffettNathanson’s Michael Nathanson in a note to investors. “Amazon is essentially building an NFL content flywheel without bidding on Sunday packages.”

Prime Video’s sports portfolio now includes exclusive Thursday Night Football, NBA League Pass add-ons, WNBA, NWSL, ONE Championship and select Premier League fixtures in Europe, positioning the platform as the only global streamer with live rights and original docuseries across America’s “Big Three” leagues. The new NFL roadmap will be fully integrated into Prime Video’s personalized “Sports Hub,” where machine-learning surfaces team-specific episodes to verified fans, driving a 27 % increase in next-day retention for sports viewers, Amazon said.

Production is underway immediately, with embedded crews traveling to Week 12 matchups this weekend. Casting for bilingual narration teams is in progress to support localized dubs in Spanish, Portuguese, German and Japanese. Prime Video and NFL Films will jointly oversee brand partnerships; sponsors already on board include Adidas, Microsoft Surface and Pizza Hut, each integrating 30-second native segments that will appear inside episodes rather than traditional ad breaks.

About Prime Video Sports

Prime Video supports a growing lineup of live sports and original programming worldwide, including Thursday Night Football, Monday Night Hockey, the All or Nothing franchise, and award-winning documentaries such as Kelce and Bye Bye Barry. Prime Video is available as a standalone membership or as part of an Amazon Prime subscription in more than 240 countries and territories.