Prime Video to overtake DAZN as global streamers ramp up sports rights spending

Prime Video is set to become the largest investor in streaming sports rights globally, overtaking DAZN for the first time, claims UK research firm Ampere Analysis.

New data reveals streaming platforms will spend US$14.2bn on sports rights during 2026, an increase of 7% from the US$13.2bn outlay recorded in 2025.

Prime Video tops the list of platforms investing in sports rights this year. The Amazon-owned VoD service will account for 27% of total spend with an investment of US$3.8bn – more than half a billion dollars higher than last year’s top spender, DAZN.

DAZN had previously led streaming sports spending since 2018, with Prime Video’s growth in the sector partly driven by 2026 being the first full year of its 11-year NBA deal, worth US$1.8bn per season.

Paramount+ enters the top five list following its new US$1.1bn-per-year UFC deal in the US.

Overall, non-sports specialist streamers will account for 44% of total spend on sports rights in 2026, up significantly from 31% last year.

Danni Moore, senior analyst at Ampere Sports at Ampere Analysis, said: “Amazon’s NBA deal, which began in the 2025/26 season, combined with its existing major rights for NFL Thursday Night Football in the US and the UEFA Champions League in Germany, Italy and the UK, means it overtakes DAZN’s spending for the first time this year.

“The growing importance of live sport in driving subscriber acquisition and retention, and in maximising 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.”