It’s no different if you’re not a ST holder. The difference with this you have to pay extra wether you are or not.
Rules don't allow one broadcaster to have all the rights. It isn't split now because sky were outbid, it's because they aren't allowed them all. Trust me they would pay for it if they could admit would signal the end of BT sport. And Amazon would certainly increase fees massively if they had to spend over ten billion pound to buy the rights and it would definitely be over ten billion. The rights were almost £5b this time round split. Amazon would have to not only outbid all the others (and we don't know how much further sky et all were prepared to go) but also offer such a huge price that someone was willing to rewrite the rules for them and get it past.
A mixture of greed and poor timing as far as I am concerned. By virtue of the fact that between them, Premier League clubs have just splashed circa £1.2 billion on new signings, demonstrates that as far as they are concerned money is not a problem, so is there a need to charge to watch their games.? That is in stark contrast with the fact that we are in the middle of a pandemic and many of the Pay to view target audience will be finding it hard to make ends meet, whilst thousands more could over the coming weeks and months find themselves being made redundant.