👉 Background: Amazon Prime Video is Amazon's streaming service that's part of the Amazon Prime membership. Come for the free shipping, and then stay for the movies. But Amazon Prime is pushing to become a top-tier streaming service in its own right.

👉 What happened: Amazon Prime Video in Australia has become the "home of ICC cricket in Australia" until the end of 2027. That means it will broadcast the men's and women's cricket world cups, T20 World Cups and a total of 448 live games over the next four years.

👉 What else: They've snagged these rights from the Foxtel and Nine Entertainment collab. And it's all because the government doesn't have anti-siphoning rights on these forms of cricket.

What's the key learning?

💡The anti-siphoning rules in Australia protect important sporting events from being sold off to non-free-to-air TV providers. As part of these rules, free-to-air broadcasters get a priority to buy major sporting events ahead of others.

💡These laws started back in 1992 to protect against Pay TV platforms like Foxtel from buying up all sporting events. But more recently, these laws have become focused on cashed up streaming platforms like Amazon or Netflix.

💡Events like the Cricket World Cup aren't currently covered under the anti-siphoning rules, so it gives streaming platforms the chance to throw big money at the International Cricket Council. And given the viewership of the recent Men's World Cup was up 46% compared to 2019, it seems like a nifty investment by Amazon.