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Amazon’s desire to stream more live sports has the company looking to launch a standalone app for such content, according to a report Wednesday in The Information.

The website cited a source with direct knowledge of the plan as saying such a move would “de-emphasize Amazon’s main prime video app” and better highlight the tech giant’s sports offerings. Currently, Prime content includes exclusive streaming rights to the NFL’s “Thursday Night Football,” some Premier League soccer games, and New York Yankees baseball.

The company is using sports in a bid to grow its content library, strengthen its advertising arm, and add more Prime subscribers who buy products on its marketplace.

Amazon CEO Andy Jassy has previously expressed a desire to spend more on sports.

“Sports is such a unique asset. If you look at the most watched programs every year, sports often occupy 75% of those spots,” Jassy said at a DealBook conference in November. “And you know, they’re driving live engagement and they’re driving Prime subscriptions.”

Amazon raised the annual price of a Prime membership — which includes Prime Video — to $139 earlier this year as it tried to offset shipping and labor costs, among other things. The information did not say whether Amazon Prime members would pay for sports content in a new app.

Amazon competes against other tech giants for streaming rights to a range of sports content. The company just lost to Google in the bid for “NFL Sunday Ticket”.

Wedbush analyst Michael Pachter called Live Sports a “differentiator from on-demand,” and said each company will bring its own model to streaming. He noted at the time that if Amazon wins the rights to “Sunday Ticket,” it will have to figure out whether to offer NFL games for free, as it does for “Thursday Night Football,” or change the Prime membership model with new tiers, as suggested by Information report is submitted.

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