Streaming platforms are projected by Ampere Analysis to spend $14.2 billion on sports rights this year, with Prime Video topping DAZN as the biggest buyer, accounting for 27% of the overall rights expenditure.
Sports spending by streamers is on track for a 7% increase from $13.2 billion, based on deals agreed to date for 2026.
Prime Video’s projected $3.8 billion is more than half a billion dollars higher than last year’s top spender, DAZN. DAZN has been the biggest streaming sports investor since 2018. Paramount+ enters the top five following its $1.1 billion UFC alliance. The general entertainment streamers will account for 44% of investment this year, up from 31% last year.
Danni Moore, senior analyst for Ampere Sports at Ampere Analysis, said: “Since 2018, its first full year with top-tier sports rights, DAZN has been the leading streaming spender on sports. 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 U.K., means it overtakes DAZN’s spending for the first time this year. These rights give Amazon a year-round live sports portfolio in the U.S., including the two most popular domestic leagues—the NFL and NBA—allowing it not only to attract new subscribers but to retain them too. The growing importance of live sport in driving subscriber acquisition and retention, and in maximizing ad-tier revenue, has encouraged generalist streamers like Amazon Prime Video to become increasingly active in acquiring sports rights. As a result, these streamers will increasingly provide tough competition for DAZN in acquiring top-tier rights, as we’ve seen with the platform losing out to Paramount+ in the latest UEFA Champions League rights tender in Germany.”
