Observed Signal · Oct 15, 2025 · Broadcast Expansion · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
NHL Expands European Primetime Broadcasts
The National Hockey League will run a 43-game European primetime slate during the 2025–26 season, branded as “NHL Saturday” and “NHL Sunday,” airing in more than 30 countries and territories. The move follows a reported 184% increase in average viewership for these primetime games in the region versus the league’s other live telecasts last season. The NHL will use Digitally Enhanced Dasherboards for geo-targeted advertising and publish digital content in eight languages to localize the offer. The schedule features top players such as Alex Ovechkin, Sidney Crosby and Connor Bedard and includes marquee matchups (e.g., Chicago vs. Detroit; Pittsburgh vs. Washington). The expansion is timed ahead of the 2026 Winter Olympics, when NHL players are expected to return, heightening international audience and advertising opportunities.
Expands premium live-sports inventory and European reach, increases advertiser opportunities (geo-targeted dasherboard ads, localized content), and is timed ahead of the 2026 Winter Olympics—factors that affect CTV/linear ad planning and demand.
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Key Takeaways & Evidence Grounding
- NHL will air a 43-game primetime schedule for the 2025–26 season.
- Weekend games are branded "NHL Saturday" and "NHL Sunday" and will air in over 30 countries and territories.
- Primetime games delivered a 184% jump in average viewership in Europe last season compared with the league's other live telecasts in the region.
- The NHL is using Digitally Enhanced Dasherboards for geo-targeted ads and publishing digital content in eight languages to localize broadcasts.
- Schedule features star players Alex Ovechkin, Sidney Crosby and Connor Bedard and includes matchups like Chicago Blackhawks vs Detroit Red Wings and Pittsburgh Penguins vs Washington Capitals.
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Related Market Signals & Shifts
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NHL Leverages TikTok to Grow International Fanbase
The National Hockey League is leaning on TikTok to convert casual viewers into sustained fans and to support its international expansion beyond the U.S. and Canada. The league — which opened a Zurich office last year and is targeting markets such as Germany — reports its European TikTok account has surpassed 1 billion views, averaging about 1.16 million views per post and roughly 2 million followers (third-most followed sports league on TikTok). NHL marketing leaders say short-form, platform-native content and paid distribution are driving tune-in for local broadcasters and could strengthen the league’s position in global media-rights negotiations. The NHL produces content with agency IMG, is bringing regular-season games to Europe (e.g., Ottawa Senators vs. Chicago Blackhawks in Düsseldorf), and points to a recent TV viewership uptick and research tying Netflix’s Heated Rivalry and the Winter Olympics to higher engagement.
Amazon Prime Video Secures 12-Year NHL Rights in Canada
Amazon’s Prime Video and Rogers Communications reached a 12-year agreement granting Prime members in Canada national NHL streaming rights beginning with the 2026–27 season. The deal provides Prime Video at least 26 national regular-season games per season, national Wednesday Night Hockey in English and French, and select Stanley Cup Playoff series at no additional cost to Prime members in Canada. Rogers and the NHL framed the pact as deepening their relationship and expanding premium hockey access. The agreement is Canada-specific and arrives amid broader shifts in North American hockey distribution — including the collapse of FanDuel Sports Network, teams seeking new local broadcast homes in the U.S., and existing U.S. national deals with ESPN/ABC and TNT Sports that run through 2027–28. The transaction underscores streaming services’ growing role in live sports rights and CTV distribution.
PWHL Stitches Regional Deals, Reaching 56M U.S. Homes
The Professional Women’s Hockey League (PWHL) announced a multi-platform media rights strategy for its 2025–26 season that prioritizes broad accessibility over a single exclusive national partner. In the U.S. the league is assembling a patchwork of regional sports networks (including NESN and MSG Networks) and over-the-air station groups to reach an estimated 56 million U.S. households. In Canada the PWHL remains with national partners TSN, CBC and Prime Video while bringing Sportsnet back. The league expanded to eight teams (adding Seattle and Vancouver), will play a 120-game schedule, and will continue to stream all games free on its YouTube channel. Local teams such as the Seattle Torrent will air all games over-the-air in their markets.
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