Recent research from Ampere Analysis indicates that streaming services are expected to allocate US$14.2 billion to sports rights by 2026, a 7% increase from US$13.2 billion the previous year. Amazon Prime Video is poised to emerge as the top investor in global sports rights, accounting for 27% of total expenditures.
This shift marks Amazon’s rise above DAZN, which has been at the forefront of streaming sports investments since 2018. A significant factor in this transition is Amazon’s lucrative 11-year NBA contract, valued at $1.8 billion per season, which kicks off in 2026. Additionally, Paramount+ has entered the top five streaming spenders, with its recently announced UFC deal worth US$1.1 billion annually in the United States.
By 2026, major generalist streamers—including Amazon Prime Video, Netflix, Paramount+, Disney+, and Apple TV—are projected to account for 44% of the total streaming expenditure on sports rights, up from 31% in 2025.
The increase in investment for 2025 was partly driven by DAZN’s $1 billion deal for the FIFA Men’s Club World Cup, a tournament that will not take place in 2026. However, with its NBA agreement commencing in the 2025–26 season and already holding substantial rights for NFL Thursday Night Football in the US and the UEFA Champions League across Germany, Italy, and the UK, Amazon is set to surpass DAZN in spending this year.
These broadcasting rights equip Amazon with a comprehensive portfolio of live sports in the US, including the nation’s two most favoured leagues—the NFL and NBA. The growing importance of live sports in boosting subscriber growth and retention, along with maximising revenue from ad-supported tiers, has prompted generalist streamers like Amazon Prime Video to intensify their pursuit of sports rights. This trend is evident as they increasingly rival established players like DAZN and TNT Sports, which recently lost out to Paramount+ in securing UEFA Champions League rights in Germany and the UK, respectively.
