The Atlanta Hawks have partnered with Amazon Prime Video to make the platform the exclusive streaming home for in-market games during the 2026-27 NBA season. This agreement, alongside a broadcast partnership with Gray Media, reflects the ongoing industry shift toward streaming-first local sports rights as traditional regional sports networks decline.
This agreement marks a significant milestone as the Atlanta Hawks become the first NBA franchise to move local streaming rights exclusively to a major tech platform rather than a dedicated sports streamer or team-owned app. It signals a shift in the regional sports network (RSN) landscape, where fragmented rights are being consolidated into broad-reach platforms like Prime Video to solve distribution gaps left by failing cable networks. As Amazon integrates these local rights alongside its national NBA and NFL packages, it creates a centralized destination for sports fans that traditional broadcasters struggle to match. Watch for whether other NBA teams currently using white-label services like ViewLift migrate to major streamers as their existing contracts expire.
The Atlanta Hawks have named Prime Video the exclusive streaming home for in-market games during the 2026-27 season. This landmark deal, which also includes a broadcast partnership with Gray Media, provides fans across five states access to 74 games. It represents the first time an NBA franchise has moved local rights to a major tech platform.
Fans in Georgia, Alabama, Tennessee, South Carolina, and Mississippi can watch 74 non-nationally televised games on Prime Video or via free over-the-air broadcasts on WANF and Peachtree Sports Network.
Raycom Sports will handle the production for all locally broadcast games throughout the Gray Media station network.
It is the first time an NBA franchise has moved its local streaming rights exclusively to a major tech platform instead of a dedicated sports streamer or team-owned app, signaling a major shift in the regional sports network landscape.
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