Before the next wave of TV deals will be negotiated, the NFL will surely be doing its biggest deal yet in the environment where much of what used to be viewed on TV is now being consumed.

Via NBCNews.com, the NFL could move its out-of-market streaming rights to Amazon or Disney. Amazon already streams Thursday Night Football, and Disney would surely love to boost the offerings of its in-house streaming service, ESPN+.

Recent tensions have emerged between the NFL and AT&T, which has purchased DirecTV. Meanwhile, ESPN has worked hard to rebuild bridges to 345 Park Avenue, and Amazon has become a behemoth in the streaming/sales space. Its value comes from the merger of viewing preferences and purchase habits, enabling Amazon to tailor commercials to viewers, who can make a purchase with the click of a button while otherwise watching a game.