Observed Signal · Feb 3, 2026 · Research Report · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
Amazon Tops DAZN in Sports Streaming Spend
New research from Ampere Analysis indicates Amazon Prime Video will be the world’s largest spender on sports streaming rights in 2026, overtaking DAZN. Amazon’s position is driven largely by a new $1.8 billion-per-season NBA contract. DAZN’s 2025 lead was inflated by a one-off $1 billion deal for the FIFA Men’s Club World Cup, an event not taking place in 2026. The report notes general-entertainment streamers are increasing their share of rights spending (from 31% in 2025 to an estimated 44% in 2026), and that other platforms — notably Paramount+ with a new UFC contract reported at over $1 billion per year — are pushing into live sports. The trend positions live sports as a central battleground for streaming services seeking subscribers and premium CTV advertising inventory.
A shift in sports-rights spending changes premium live CTV inventory, subscriber acquisition strategies and ad opportunities across major streaming platforms, affecting media buyers and publishers.
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Key Takeaways & Evidence Grounding
- Ampere Analysis finds Amazon Prime Video will be the top global spender on sports streaming rights in 2026.
- Amazon’s spending is anchored by a new $1.8 billion-per-season NBA contract.
- DAZN’s 2025 lead was driven by a one-off $1 billion deal for the FIFA Men’s Club World Cup, which is not occurring in 2026.
- General-entertainment streamers’ share of rights spending is projected to rise from 31% in 2025 to 44% in 2026.
- Paramount+ secured a new UFC contract reported to be worth over $1 billion per year.
Connected Companies & Entities
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Streaming Will Push Sports Rights Over $78B by 2030
A State of Streaming analysis forecasts global sports media rights will grow about 20% to exceed $78 billion by 2030, driven primarily by US spending and competition from streaming services. The US market is projected to top roughly $36 billion, with Europe growing to over $21 billion and Asia approaching $10 billion (led by demand for Indian cricket). Major streamers including Amazon Prime Video, Peacock and Netflix are increasingly acquiring marquee sports rights — Netflix now holds MLB tie‑ins such as the Home Run Derby — reshaping viewing habits and fragmenting access as marquee matchups are spread across multiple digital platforms. The shift expands premium CTV/streaming ad inventory but also raises challenges around audience fragmentation, rights valuations and measurement across platforms.
DAZN and Amazon Prime Video Expand Sports Streaming Rights
Streaming platforms are aggressively acquiring regional and national sports rights to fuel subscriber growth. DAZN secured exclusive direct-to-consumer rights for MSG and YES Networks, covering New York teams like the Yankees, Rangers, and Knicks starting in the 2026-27 season. It is also close to acquiring NBA rights for seven former FanDuel Sports Network teams, as well as DTC arrangements with the Orlando Magic and Charlotte Hornets. DAZN's acquisition of ViewLift strengthens its OTT distribution capabilities. Meanwhile, Amazon Prime Video locked in a 12-year Canadian NHL deal for Wednesday Night Hockey, working with Rogers Communications and Sportsnet to reduce blackouts. These moves reflect a strategy where platforms accept initial losses to capture high-value sports fans and convert them into long-term subscribers for their broader content ecosystems.
Ecosystems, Not Rights, Will Shape Sports Media
Looper Insights surveyed 59 industry professionals and found a key contradiction: a plurality (36.9%) expects platform ecosystems—tools, data, and discovery—to hold the strongest position in sports media by 2026, while the market remains organized around rights and reach in negotiations. The article highlights high churn for live-sports-driven signups (65% cancel after NFL season), consumer price sensitivity, and the emergence of ecosystem-first models exemplified by Amazon Prime Video (34.7% of insiders named it the strongest-positioned streamer). Deadline forecasts Amazon to spend $3.8 billion on sports rights in 2026. YouTube is positioned ambiguously—insiders are split on whether it will become a full sports media operating system. The report also notes AI-driven personalization, dynamic creative, and predictive audience modeling further advantage large platforms with dense first-party data.
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