Amazon has long steamed the NFL’s “Thursday Night Football,” but gains sole control over the property this fall.

Apple has also picked up rights to Major League Soccer. Peacock and Apple have both launched new deals with Major League Baseball to stream packages of games. Most of these services focus on entertainment, but it’s clear they are all thinking more about sports.

And competition in the space has intensified, thanks to new or revamped offerings ranging from Amazon to Paramount+ to Peacock. Netflix and Disney+ plan to launch ad-supported tiers of their commercial-free services to lure what they hope will be budget-conscious new subscribers. Netflix, the company that blazed the industry’s path into this new frontier, has been shedding viewers. While most major media, entertainment and sports outlets recognize the value of establishing a connection with consumers enthralled with the prospect of streaming, monetizing the concept is proving more difficult. The league enters the streaming wars at a complex moment. NFL+ costs $4.99 per month or $39.99 per year, with a premium tier that features game replays and more for $9.99 per month or $79.99 per year.

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