Prime Video Expected to Surpass DAZN as the Top Spender on Sports Streaming Rights, Says Ampere
Prime Video is poised to become the largest investor in sports streaming rights, overtaking DAZN. According to projections from Ampere Analysis, Amazon’s platform is expected to contribute 27% of the total projected $14.2 billion spent on sports rights in 2026.
DAZN, which has been the biggest spender since 2018, is anticipated to account for 22% of that total. Following DAZN, YouTube TV is expected to contribute 14%, Paramount+ 8%, and Netflix 5%, while a variety of other platforms will collectively make up the remaining 23%.
Amazon is projected to invest $3.8 billion, which is half a billion more than DAZN’s expected spending in the same period. A significant factor behind this shift is Amazon’s 11-year NBA agreement, set to take full effect in 2026, with an estimated value of $1.8 billion per season.
In recent years, Prime Video has also secured major contracts for Thursday Night Football and various international soccer tournaments as it competes for subscribers alongside DAZN, Paramount+, and Netflix.
“Since 2018, its first full year with top-tier sports rights, DAZN has been the leading streaming spender on sports,” said Danni Moore, Senior Analyst – Ampere Sports at Ampere Analysis. “However, Amazon’s NBA deal, which begins in the 2025–26 season, combined with its existing major rights for NFL Thursday Night Football in the U.S. and the UEFA Champions League in Germany, Italy, and the UK, means it overtakes DAZN’s spending for the first time this year.”
Moore also highlighted that these rights will give Amazon a year-round live sports portfolio in the U.S., including its access to both the NFL and NBA, which are among the most popular domestic leagues. This strategy is likely to help Amazon attract and retain subscribers effectively.
The growing significance of live sports is prompting platforms, both subscription-based and ad-supported, to intensify their efforts in acquiring sports rights. Ampere predicts that the competition for top-tier rights will increasingly challenge DAZN, particularly given that it recently lost out on the UEFA Champions League rights in Germany to Paramount+.
