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Measurement

Amazon’s NBA Cup Debut Scores a Quiet Streaming Victory

By SOS. News Desk | Dec 19, 2025

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.

Credit: primevideo (edited)

Key Takeaways

  • Amazon's first exclusive broadcast of the NBA Cup final attracted over 3 million viewers, a 3% year-over-year increase that validates streaming's role in major sports.
  • The broadcast saw significant viewership growth among younger audiences, with a 51% increase in the 18-34 demographic and a 55% rise among adults 18-49.
  • The NBA plans to move the tournament's semifinals to home arenas next year, citing disappointing local turnout during its three-year run in Las Vegas.
  • Each player on the champion New York Knicks received $530,933 in prize money, though the team opted not to hang a championship banner.