With streaming internet video through your phone/computer/Roku/SmarTV becoming increasingly competitive to the traditional network model of programming we are going to get new deep pockets such as Netflix/Facebook/Amazon/Google bidding for sports rights. The tryout for that is seen through selling the streaming rights for Thursday night football - Twitter paid $10 million for 10 games for the 2016 season and now is facing competing bids from Facebook/YouTube (owned by Google)/Amazon for 2017.
https://www.recode.net/2017/3/23/150...amazon-youtube
The question is how you make $$$ off it if you buy the rights - DirecTV makes $$ off Sunday Ticket by also requiring a separate regular programming package and the networks claim they benefit from not only selling ads but plugging their regular programming during the broadcasts (which Goodell wants to cut down or eliminate to make the games less choppy).
If Amazon got the rights it could be added to the bundle of what you get with Amazon Prime. Will be tricky if the solution is more selling of games on Sunday Ticket type separate seasonal (or maybe per game) subscription rather than bundled as part of the cable package - at that point it becomes more of a niche rather than mass appeal sport, which is what the NFL has been selling since the 1960s