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Case Study

How we helped Premiership Rugby make every match available to fans

February 2022 saw the launch of PRTV Live (Premiership Rugby TV Live); a brand-new streaming platform of live and on-demand video content from England’s top-tier league of rugby union; the Gallagher Premiership.

Premiership Rugby partnered with consultancy PTI Digital and they selected StreamAMG to deliver, integrating the product stack into the front-end website.

The Opportunity

With selected weekly matches already shown live on BT Sport & ITV in the UK, Premiership Rugby wanted to find a solution to air the remainder of non-televised live matches to fans across the UK and in specific countries around the world where there was an opportunity to stream direct to fans.


StreamAMG offered their expertise in OTT, enabling Premiership Rugby to improve fan accessibility to the league, whilst also opening it up to new audiences.

Utilising the CloudPay product, the platform enables the client to offer live matches via a match or round pass system and test alternative price packages to fans to find the optimal pricing strategy.

PRTV allows customers to purchase a match pass for £4.99 or £6.99 for a whole round of available fixtures.

StreamPlay was used to schedule the delivery of live content to the end users.  Geo-restriction can be applied at both the fixture and video player level respecting complex broadcasting rights.

CloudMatrix is used for video-on-demand syndication.  Feeds of content are created based on video metadata which power the carousels and boxsets on the front end.  Publishing holdbacks can be applied to these feeds for embargoed content.

The StreamAMG team work closely with Premiership Rugby each week to review performance across key metrics including reach, engagement, conversion and retention and we were able to adapt our content strategy accordingly.

PRTV Live is streamed directly to fans via the Premiership Rugby website or mobile app and provides supporters with a comprehensive service. PRTV Live shows the games that are not broadcast by BT Sport or ITV, so fans now have access to up to 480 minutes - eight hours - of live rugby action over a weekend. It also means that every match from the competition will be available to watch live.

Ahead of the 2022/23 Premiership Rugby season, a new season pass was launched at a cost of £99.99, which enabled users to pay once to get access to all live and on-demand content for the entire season.


The results of PRTV Live have been impressive, with the platform gaining the best traction among the local audience in the UK.

The matches involving Exeter Chiefs, Bath Rugby, Gloucester Rugby, and Leicester Tigers had the highest pass acquisitions, indicating the popularity of these teams among fans.

In addition, StreamAMG integrated a feed that had Bristol Bears TV audio commentary, which was well received by fans. This added an extra layer of excitement to the viewing experience and showcased the potential for innovative features on the platform.

Overall, PRTV Live has successfully delivered a domestic product that caters to the needs of rugby fans in the UK and has gained a loyal following. With the integration of new features and the constant adaptation of content strategy, the platform continues to evolve and improve the viewing experience for fans.

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