Amazon Prime Video is becoming a domestic broadcast partner for The Masters, adding two hours of live early-round coverage starting in 2026. The move expands access to the prestigious golf tournament and marks another major play in Amazon's live sports strategy.
- An earlier tee time: Beginning with the 2026 tournament, Prime Video will stream from 1 p.m. to 3 p.m. ET on Thursday and Friday, leading directly into ESPN’s traditional broadcast. The new weekday hours push the total live television for the event to 27 hours, up 50% from 2024.
- A tale of two ratings: The partnership follows a mixed viewership year in 2025. While Rory McIlroy’s dramatic win drove the final rounds to their highest ratings in seven years, early-round viewership on ESPN saw a nearly 30% drop year-over-year, according to The Athletic.
For an event that only began showing all 18 holes of its final round in 2002, partnering with a major streamer marks another chapter in its broadcast strategy.
- Meanwhile, at Augusta: The new TV deal isn't the only change coming to the tournament, which is also revising its exemption rules for players. Amazon’s sports ambitions also extend beyond live rights, as the company continues to build out its library of original sports documentaries like Kelce and Coach Prime.
