Case Study: Amazon Prime Video delivers scalable, low-latency live NFL streaming to 18.4M fans with Amazon Web Services

Amazon Prime Video Uses AWS to Deliver Solid Streaming Experience to More Than 18 Million Football Fans

Amazon Prime Video needed to deliver a highly redundant, low‑latency, and scalable live‑sports streaming experience—including real‑time ad insertion—to millions of NFL viewers across hundreds of device types and global regions. The challenge was to handle massive concurrent demand during live games while maintaining reliability, low latency, and accurate ad reporting.

Prime Video built its live platform on AWS and AWS Elemental (using MediaTailor, DynamoDB, CloudFront, EC2, and Kinesis), tuning DynamoDB partitions to absorb burst traffic and using MediaTailor for targeted ads and reporting. The solution streamed 11 Thursday Night Football games to 18.4 million viewers in 224 countries on 600+ device types (AMA >310,000; average watch 63 minutes), delivering low‑latency, reliable playback and enabling expansion to additional live events.

Amazon Prime Video

BA Winston

Global Head of Digital Video Playback and Delivery