Prime Video Set To Replace DAZN As Biggest Sports Rights Spender In Streaming – Ampere

Prime Video is set to replace DAZN as streaming’s largest investor in sports rights.

The global platform will contribute 27% of the total $14B.2 streaming spend on sports rights in 2026, Ampere Analysis predicted.

This was ahead of the previous big spender, DAZN, which will account for 22%, followed by YouTube TV (14%), Paramount+ (8%) and Netflix (5%). An assortment of others accounted for the remaining 23%.

Amazon is being forecast to spend $3.8B, half a billion more than DAZN, which has been the largest spender since 2018.

Key to the change, Ampere noted, was Amazon’s 11-year NBA pact properly kicking into gear, with 2026 being the first full season of the deal. The deal is worth an estimated $1.8B per season.

Prime Video has also scored major deals for Thursday night football and major soccer tournaments in recent times, as it vies for new subscribers with the likes of DAZN, Paramount+ and Netflix.

“Since 2018, its first full year with top-tier sports rights, DAZN has been the leading streaming spender on sports,” Danni Moore, Senior Analyst – Ampere Sports at Ampere Analysis. “However, Amazon’s NBA deal, which began 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.”

“These rights give Amazon a year-round live sports portfolio in the US, including the two most popular domestic leagues – the NFL and NBA – allowing it not only to attract new subscribers but to retain them too.”

Moore noted the “growing importance” of live sports for those operating in subscription and ad-supported streaming had “encouraged generalist streamers like Amazon Prime Video to become increasingly active in acquiring sports rights.”

Ampere is predicting the clash for top-tier rights will “increasingly provide tough competition for DAZN in acquiring top-tier rights,” noting the sports streamer had lost out in the latest UEFA Champions League rights tender in Germany to Paramount+.