Hub Entertainment Research's latest survey shows a significant majority of sports fans positively received Amazon Prime Video's AI-enhanced "Prime Vision" feature during "Thursday Night Football." The survey, part of Hub's "Evolution of Sports" study, analyzed viewer responses to "Prime Vision," which uses real-time graphic overlays to showcase player statistics and insights. Of those with Prime Video access, 57 percent noticed at least one "Prime Vision" feature, with 70 percent of those users reacting positively. A remarkable 26 percent "loved" the enhancements, finding them immersive.
Only 6 percent reported a negative experience. The study also uncovered a strong correlation between positive "Prime Vision" responses and a preference for streaming sports. Eighty-two percent of those who liked or loved "Prime Vision" expressed enthusiasm for more streamed sports, compared to 56 percent of all 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, Hub's founder and a 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 December 2024 survey included 3,753 U.S. sports fans aged 13 to 74. A report excerpt is available on Hub's website.