478: Jay Marine on Amazon Prime Video and How Rebundling Is Affecting Sports Media

Recorded at the 2025 Columbia Sports Management Conference in October, Tom Richardson welcomes Jay Marine, Head of Global Sports and Advertising for Prime Video in the U.S., for a conversation on how Amazon is reshaping the sports media landscape amid the industry’s shift from fragmentation into package rebundling. Marine explains how Prime Video has evolved into a platform for discovery, allowing fans to access live sports and major streaming partners, including NFL, NBA, golf majors, and leading direct-to-consumer services, within a single, frictionless experience. The discussion explores why subscription bundling remains the dominant model despite experiments with single-game purchases, how Amazon’s scale lowers customer acquisition costs for partners, and why reducing friction consistently drives fan engagement. Marine also offers a behind-the-scenes look at Prime Video’s approach to innovation, including Prime Vision, real-time AI-powered analytics, interactive features like odds integrations and “Shop the Show,” and how data scientists, storytellers, and former players collaborate to enhance broadcasts without distracting from the action. The episode closes with a look at Amazon’s NBA debut, Black Friday’s all-day sports slate, and the company’s philosophy for building fan-first products in an increasingly complex media ecosystem.Connect with Jay: https://www.linkedin.com/in/jay-marine-2a5231/The CUSP Show is hosted by Joe Favorito (@Joefav) and Tom Richardson (@ConvergenceTR) and produced by Sam Henry (@s_henry11), LJ Holmgren (@LJ_Holmgren), and Danny Hagenlocher (@DhColumbiaSPS), with social media efforts led by Lissa Ruiz. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thecuspshow.substack.com