Tennis fans within the U.K. and Ireland were disappointed with Amazon’s exclusive broadcast coverage of the U.S. Open.

80% of the subscriber reviews posted assigned the Prime Instant Video service a one star rating, with most complaining about picture quality, sound quality, the inability to record or replay matches and the limited choice of courts available to watch.

Subscribers – paying $10.50/mo. – didn’t appreciate Amazon’s separate highlights service any more than the live broadcast feeds, 96% of the reviews submitted on that service came with one or two star ratings.

The U.S. Open is the first sporting event that Amazon has held the exclusive rights to and they hardly look like a serious threat to overtake traditional sports broadcasters anytime soon, but it’s unfair to single out Jeff Bezos’ company.

Back in June, we wrote about the Australian OTT service Optus authorizing government-owned SBS to broadcast World Cup matches amidst public pressure, as coder issues prevented thousands of Aussies fans from watching games.

YouTube, DAZN and Formula 1 have all failed to deliver at times, as well.

As for AMZN as an equity, the company nows trading at over $2,000/share and its market cap hit $1 trillion for the 1st time on Tuesday September 4th.

Shares are up 68% YTD, but Morgan Stanley says there is still room to run.

The investment bank increased their price target on the company to $2,500.

Of course, it must be noted that $2,500 is the highest price target for the company on Wall Street.

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