New research from Ampere Analysis shows Amazon Prime Video is set to become the top global spender on sports streaming rights in 2026, overtaking DAZN. The move is driven by Amazon's massive NBA deal, kicking off a wider industry scramble for live sports to win subscribers.
The billion-dollar swing: The shakeup at the top is a tale of two deals. Amazon's spending is anchored by its new $1.8 billion-per-season NBA contract, while DAZN's 2025 lead was inflated by a one-off $1 billion agreement for the FIFA Men’s Club World Cup, an event not happening this year, according to reporting.
The great sports scramble: Amazon isn't alone. General entertainment streamers are collectively jumping into the sports arena, with their share of rights spending set to leap from 31% in 2025 to 44% this year. Paramount+ is also muscling into the top five, armed with a new UFC contract worth over $1 billion a year.
The final score: Live sports are no longer a niche play but the new core battleground for the world's largest streaming services, forcing every major player to pick a team or risk getting left on the sidelines.
The spending spree makes sense when you consider sports are now a $29 billion juggernaut driving the entertainment business. Meanwhile, competitors like NBC and Peacock are gearing up for their own sports streaming challenges, and the trend is even reshaping Hollywood, with top talent agencies going all-in on athletes.
