Amazon’s NBA Cup Debut Scores a Quiet Streaming Victory

Amazon’s first exclusive broadcast of the NBA Cup final drew just over 3 million viewers, a modest 3% year-over-year increase that proves a streaming-only platform can hold its own against linear TV. The viewership figure is down 33% from the 2023 inaugural tournament, but is still being viewed as a success for Prime Video’s foray into major basketball broadcasting.

• The youth movement: The real win for Amazon was with younger viewers. The broadcast resonated with its target audience, with viewership soaring 51% among adults 18-34 and 55% in the 18-49 demographic, the precise audience behind Amazon's 11-year bet on the league.

• Leaving Las Vegas: The tournament itself is also getting a refresh. After three years, sources told The Athletic the league has been disappointed with the local turnout and energy in Las Vegas. To generate more excitement, the league will move the semifinals to home arenas next year and is exploring "storied college arenas" for future finals.

The broadcast's performance, especially with younger viewers, is a strong proof-of-concept for Amazon and a clear sign that major sports will continue their march from cable to streaming.