There have been rumours surrounding the broadcasting rights to some very big live sports for a while now. And quite a bit of that chatter seems to be popping up around online-streaming services.

Apple, for example, are adding more and more live sport to their Apple TV platform. There was even talk of Apple taking Formula 1 rights. Twitter has also recently changed the online streaming game by broadcasting live NFL on their website. Social media platforms are getting in on the live streaming action.

So that makes it fairly unsurprising that there’s even more chatter about well-known sporting events, and how online-streaming services are trying to snap them up. This time it’s Amazon who are being linked to sporting broadcast rights by Bloomberg Technology. Specifically the rights to tennis events, like the French Open, and rugby, and has reportedly expressed interest golf, football and motorsport, too.

By bringing sport to the table, Amazon is offering its subscribers something they don’t currently get from competitor Netflix, but the idea of a video on-demand style platform offering live sport is beginning to look like it could become common practice. It would be a seismic shift in how sport is consumed.

Last month, German startup DAZN launched its product, essentially a Netflix or Amazon Prime simply for live sport. The breadth of the coverage is quite stunning – every football game across Europe’s top football leagues is on offer.

With online streaming quickly becoming the method of choice for many sports fans wishing to view a live sporting event, it seems like a smart move from Amazon to get involved by acquiring exclusive rights to content.

The problem may become whether or not they can compete with Twitter, Apple TV and others who are seemingly in the market for rights, too. And whether or not the rights Amazon acquire – if they go through with it – are enough to bring fans to their platform rather than others.

With so much choice already being offered, fans already have to shell out a lot of money if they want to watch every big sporting event on TV. Spreading the coverage over more and more platforms means more choice and more competition, but it might also mean that more and more fans miss out on seeing particular events unless they subscribe to every platform.