Here’s a trailer for a NFL program, but one presented by Amazon. Last year, Yahoo! broadcast a NFL game, which is the most-valuable sports TV commodity, even if it was Bills v. Jaguars. But it was a live stream, and the reviews and the ratings were pretty good for that. Amazon has had a lot of success producing shows and has plenty of room for inventory, and that’s a streaming service, too.

So consider that Amazon did its version of Hard Knocks, which is immensely popular, on its streaming service. Yahoo! did its best to air an NFL game, which is even more immensely popular, with its streaming capabilities.

Sooner or later, a college or a conference is going to get involved with Amazon or Yahoo! or Netflix or Google or Apple or YouTube or someone similar. How it works and how it looks, who knows, but it’s bending, bending, bending that direction.