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The Wall Street Journal reports that Amazon is continuing to explore the possibility of streaming live sports - though it remains to be seen whether it would charge for specific events or sports, or provide access to such sports to customers who already are members of Amazon Prime.

It also is possible that Amazon could provide and/or charge for access to events on a case-by-case basis. Amazon is not commenting on the report.

According to the story, "In recent months, the e-commerce giant has been in talks with heavy hitters like the National Basketball Association, Major League Baseball and the National Football League for the rights to carry live games, according to people familiar with the matter. It also has talked with soccer, lacrosse and surfing leagues, the people said."

The Journal writes: "If Amazon is successful in breaking into the premium-sports market, it could pose a significant threat to traditional pay TV. While streaming services offer a wide array of TV shows and movies, it is hard to find live sports outside of traditional broadcast and cable outlets. That’s why pay-TV executives have long referred to sports as the “glue” that keeps millions of customers paying for relatively pricey bundles of cable channels.

"Amazon, meanwhile, is also racing to compete against rival tech giants like Facebook Inc. and Twitter Inc., as well as BAMTech, a spinoff of Major League Baseball, which are seeking sports rights to beef up their video offerings. But as traditional pay-TV comes under pressure, and even big sports properties like the NFL suffer TV ratings declines, big leagues are eager to entertain new bidders that might be able to continue driving up their rights fees."
KC's View:
This clearly is where things are going, and there is no reason to think that nay major sport would spurn a big check written by the likes of Amazon, Netflix, Apple, Google, or any other tech company. (After all, it is this addiction to the big bucks that has led to World Series games being broadcast at times when a lot of little kids can't watch them live.)

The thing is, for the next generation of viewers, they won't even see this as a big deal. Going to Amazon to watch sports will be just as natural as going to CBS or Fox.