Prime Video has reported significant international audience growth following the conclusion of its inaugural NBA on Prime season, with viewership outside the United States rising 28% year-over-year during the 2025-26 campaign.
The first season under Amazon’s new 11-year global media rights agreement with the NBA concluded on June 14, when the New York Knicks ended a 53-year title drought by capturing their third NBA championship. Under the deal, Prime members in more than 200 countries and territories can watch NBA games live at no additional cost.
According to data from media analytics firm Fifty5Blue, NBA viewership on Prime Video across Europe increased by 129% compared to the previous season, delivering the highest average audience figures ever recorded in the region.
Prime Video’s exclusive coverage of the 2026 NBA Finals in Europe also posted a 130% increase year-over-year, becoming the most-watched NBA Finals in the region since 2016.
France emerged as one of the standout markets, driven largely by the popularity of Victor Wembanyama and the San Antonio Spurs. Viewership of the five-game championship series was 265% higher than in 2025, while the Knicks-Spurs Finals became the most-watched NBA Finals ever in the French market.
In the Asia-Pacific region, NBA viewership on Prime Video climbed 29% year-over-year throughout the 2025-26 season, while Brazil and Mexico—where Prime Video has carried NBA games since the 2022-23 season—recorded an 80% increase in audience figures compared with the previous year.
Amazon noted that the 2026 NBA Finals became the most-viewed NBA broadcasts ever on Prime Video in both Brazil and Mexico.
Alex Green, Managing Director of Prime Video Sport International, said the results exceeded expectations and reinforced Amazon’s long-term strategy in basketball broadcasting.
“This inaugural NBA on Prime season has exceeded our expectations and validated our long-term commitment to bringing the best of basketball to fans around the world. We are only at the beginning of an 11-year journey and will continue innovating to enhance the fan experience each season.”
Throughout the campaign, Prime Video offered localized broadcasts in 14 languages across more than 200 countries and territories, tailoring coverage to local audiences and time zones.
The partnership between Amazon and the NBA is also expanding into women’s basketball. Prime Video will continue its global coverage of the WNBA, including exclusive postseason rights featuring a first-round playoff series, seven semifinal series and three WNBA Finals over the course of its 11-year agreement with the league.
The strong debut season highlights the growing global appeal of basketball and underscores streaming platforms’ increasing importance in the international sports media landscape.