Amazon is taking a significant step into golf broadcasting, becoming a new media rights partner for The Masters and helping bring the iconic tournament further into the streaming era.
As the Masters prepares for its 90th edition, the traditionally conservative event is expanding its digital footprint by adding Amazon Prime Video to its broadcast ecosystem. The move signals a gradual but notable shift toward streaming, even for one of sport’s most tradition-bound competitions.
Under the new arrangement, Amazon will provide two additional hours of live coverage during the first and second rounds, airing from 1 p.m. to 3 p.m. ET. This complements existing rights holders, including ESPN—which handles early-round broadcasts—and CBS, which continues its long-standing role of airing weekend coverage and producing all U.S. broadcasts.
Streaming has already been gaining ground at Augusta. Last year, Paramount+ introduced exclusive midday coverage windows for the final rounds, a feature that will return in 2026. Despite these additions, traditional television remains central, with CBS averaging 12.71 million viewers for the final round in 2025—the largest golf audience in seven years.
While the Masters is expanding access, it is doing so cautiously. The tournament still avoids full-day traditional broadcasts during early rounds, instead offering featured groups and hole coverage through its digital platforms and partner services such as ESPN+.
Industry figures note that this measured approach reflects Augusta National’s long-standing philosophy of “less is more,†preserving the exclusivity and mystique that define the event while adapting to modern viewing habits.
Amazon’s entry also introduces new on-air talent and expands opportunities within golf broadcasting, reinforcing the growing convergence between tech platforms and live sports media.
The 2026 Masters is set to begin on April 9, with coverage split across Amazon, ESPN, Paramount+, and CBS—blending legacy broadcasting with the continued rise of streaming.