As we approach the 1 year mark of the pandemic, we are drawn to the question of “what’s next?” While this past year has been quite gloomy, it’s important to take note of a silver lining behind it all. The shift of consumer behavior has tremendously impacted and transformed the future of marketing. As you may guess, this is due to our increased at-home experience and how it has changed how we work, shop, and live in general. How we consume everything, from content to products, has been altered, causing businesses and brands to adapt alongside consumers. More specifically, there are four trends that are helping B2C and B2B relationships flourish. The first being that consumers will automatically expect more helpful and relevant shopping experiences as the digital possibilities are ever-rising. The second trend is consumers becoming both locally minded and collectively conscious as the value of our local community is heightened. For example, Google searches for “support local businesses” grew globally by over 20,000% year over year. Trend number three is recognized as brand value converging with personal values to shape spending decisions. The fourth trend is that marketers’ own at-home experiences are bringing out the next-level empathy in creative that consumers experience. Click here to read more about the four COVID-era trends.

The pandemic has led streaming to become many consumers’ preferred way to view and watch content. The NFL recognizes this shift in media consumption habits and Amazon is making moves to fortify its media business. As a result, the two companies have formed a 10-year pact that grants Prime Video exclusive rights to broadcast 15 Thursday Night Football games and one pre-season match per year in the United States, beginning in 2023. This marks the first time a streamer has grasped an exclusive broadcasting package for NFL games but is just one of several long-term deals that the NFL has struck with media partners to direct more attention to digital channels. With this access to NFL games, Amazon will gain a powerful means of attracting ad dollars and help with securing a leadership position in an increasingly crowded streaming space. Additionally, NFL games streaming on Prime opens the door for brands to reach fans beyond static ad placement. The NFL and Amazon will continue to work together on exclusive content and “enhanced fan viewing experiences” well past 2023.