Video streaming giant Amazon is unlikely to bid for the rights to broadcast Premier League football, as previously rumoured, according to a report.

The internet retailer is reluctant to invest big money into football because it does not have enough data to determine how sports content performs on its on-demand service, according to the Daily Mail.

Amazon only recently began streaming sports content and is said to be keen to establish how much appetite there is for it among its user base before pressing ahead with a bid to show Premier League matches.

According to the report, the company is also concerned that UK broadband infrastructure may be incapable of streaming up to eight matches simultaneously to its subscribers.

Other tech firms including Google, Facebook and Netflix have been tipped to table bids for the rights to screen Premier League content when the next auction gets underway next month.