Sinclair, Inc. Class A (SBGI.US) launched its tennis channel on Amazon.com, Inc. (AMZN.US) Prime Video, leveraging the popularity of tennis to expand its streaming media offerings.

Sinclair, Inc. Class A (SBGI.US) is actively expanding its presence in the online television market with its paid TV network Tennis Channel. The channel has officially launched on Amazon.com, Inc. (AMZN.US) Prime Video channel store, as a preliminary step in its expansion strategy, and will soon also be available on Roku (ROKU.US) paid subscription services and other distribution channels. The streaming service charges $11.99 per month and will begin live broadcasting the Paris Bank Open on March 4th. At the same time, its namesake cable TV channel has successfully been added to the sports packages offered by DirecTV, FuboTV (FUBO.US), and Comcast Corporation Class A (CMCSA.US). The Amazon.com, Inc. channel store has previously become an important development platform for niche streaming services like Starz (STRZ.US). Since the surge in outdoor sports participation driven by the pandemic, the participation in tennis has been steadily increasing. According to the United States Tennis Association, the number of tennis participants in the United States is expected to exceed 27 million by 2025, a 54% increase from 2019. The attendance at top-tier events like the Four Grand Slams and Masters tournaments has reached record highs. Tennis Channel CEO Jeff Blackburn is focused on leveraging this tennis boom into subscription user resources. In the context of traditional cable TV fading, the channel is one of the few television networks that is maintaining audience growth. Blackburn stated in an interview, "All platforms are bundling content, and a tennis channel is a fantastic add-on content." While traditional television contributes up to 80% of the company's viewership, its future growth will be focused online, including paid streaming, free streaming channels, and social media content. The former senior aide to Jeff Bezos, the CEO, revealed that substantial resources are being invested in upgrading technology systems, optimizing product experiences, and enriching program content.