Streaming services are projected to spend $14.2 billion on sports rights in 2026, marking a 7% increase from 2025, according to Ampere Analysis. Prime Video is expected to become the top spender, allocating $3.8 billion (27% of the total), driven by its NFL and upcoming NBA deals, surpassing DAZN for the first time. Global generalist streamers like Prime Video, Apple TV, Disney+, Netflix, and Paramount+ will collectively account for 44% of this spend, up from 31% in 2025.
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Add as preferred sourcePrime Video’s $3.8 billion spend gives Amazon a year-round live-sports portfolio in the U.S., anchored by NFL Thursday Night Football and the first full year of its 11-year NBA deal. That pushes generalist streamers deeper into top-tier rights bidding, with Ampere saying Prime Video, Apple TV, Disney+, Netflix and Paramount+ will take 44% of total streaming sports spend in 2026, up from 31% in 2025. The next concrete marker is whether Amazon’s rights mix holds as DAZN, Paramount+ and others compete for major renewals and new tenders.
