Hub Entertainment Research's latest survey indicates overwhelmingly positive viewer response to Amazon Prime Video’s AI-enhanced “Prime Vision” feature during “Thursday Night Football.” This feature, part of Hub’s “Evolution of Sports” study, uses real-time graphic overlays to present player statistics and insightful analysis during NFL broadcasts.
Of the Prime Video users surveyed, a significant 57 percent reported noticing at least one “Prime Vision” feature. An impressive 70 percent of those who used the features responded positively, with 26 percent stating they “loved” the enhancements and found them immersive. Only a small 6 percent had a negative experience.
The study also revealed a strong correlation between positive “Prime Vision” feedback and a preference for streaming sports. Eighty-two percent of those who liked or loved “Prime Vision” expressed excitement about the increased availability of sports through streaming platforms, compared to the overall 56 percent of sports fans surveyed. Furthermore, 76 percent indicated a preference for watching games on a streaming service over cable, given the choice.
“These findings underscore that new tech won’t engage consumers just because it’s new,” noted Jon Giegengack, founder of Hub and study author. “Many ‘enhancements’ in the past haven’t added value, or worse, have gotten in the way of the experience. But Prime Vision appears to elegantly thread the needle, improving the experience for fans who choose to use it and instilling confidence in fans about Prime as a ‘home’ for sports content in the future.”
The survey involved 3,753 U.S. sports fans aged 13 to 74, conducted in December 2024. A summary of the report is accessible on Hub’s website.