Sources say Amazon plans to launch independent sports content apps.

According to news in the morning of December 29, Beijing time, Amazon is developing an independent application to watch sports content, according to a person familiar with the matter.

As American viewers increasingly shift from pay-TV subscriptions to streaming applications, sporting events remain one of the most popular content for viewers.

The move is likely to complement Amazon's redoubled efforts on sports through its Prime Video service, a key channel to attract consumers to its shopping platform.

Amazon already has streaming rights to Thursday night's rugby games, including the National Rugby League (NFL), as well as Premier League football matches in the UK, making it better able to compete with Walt Disney, the sports streaming leader.

Last week, Alphabet's YouTube also signed a multi-year agreement to exclusively broadcast NFL's Sunday ticket package in the United States.

It is unclear when Amazon will launch a new independent sports app, or whether the company will eventually implement the plan.

Amazon did not immediately respond to this.

The company has been reviewing business units that are hard to generate profits and has laid off some staff in response to falling demand from rising costs and reduced spending by consumers and businesses wary of inflation.