The investment in live sports by streaming platforms is expected to reach $14.2 billion this year, marking a seven percent increase from 2025. In a historic turn, Amazon Prime Video is projected to surpass DAZN as the top spender, accounting for 27 percent of the total global outlay.
Amazon Takes the Lead
Amazon’s projected spend of $3.8 billion is driven by several high-profile, long-term commitments
- NBA Partnership: 2026 marks the first full year of Amazon’s 11-year deal with the NBA, valued at $1.8 billion per season.
- NFL Dominance: The platform continues to hold the exclusive rights to Thursday Night Football.
- European Football: Amazon maintains a strong foothold in the UK, Germany, and Italy with select UEFA Champions League rights.
The Rise of Generalist Streamers
Global generalist platforms—those that offer movies and series alongside sports—now account for 44 percent of total sports rights spending. These companies use live sports as a “sticky” content category to acquire and retain subscribers for their broader ecosystems.
Key Industry Movements
- Paramount+: Enters the top five spenders due to its $1.1 billion annual deal for exclusive UFC rights in the United States.
- Peacock (Comcast): Reported a subscriber surge to 44 million in late 2025, though it continues to navigate heavy operating losses due to high content costs.
- Disney: The media giant’s streaming division saw revenues climb past $5 billion, though notably, the company has stopped publicly reporting specific subscriber counts for Disney+.
- DAZN: While no longer the top spender, the platform remains a powerhouse following its previous $1 billion deal for the FIFA Men’s Club World Cup.