2025 Streaming Wars: How Netflix, Amazon, and Others Are Investing Billions in Live Sports Rights

Key Insights

• Leading streamers such as Netflix and Amazon are making substantial investments in live sports content.
• Amazon is reportedly preparing to spend billions to secure NBA broadcasting rights, expanding beyond its NFL Thursday Night Football coverage.
• Traditional broadcasters like NBC and CBS are integrating sports streaming into their offerings to keep up with digital trends.

The ongoing negotiations for the NBA's broadcasting rights highlight a significant shift as major streaming services like Netflix and Amazon place large wagers on live sports, recognizing their value in driving subscriber growth and engagement.

Recent reports indicate that Amazon may soon finalize a long-term deal to stream NBA games on Prime Video starting in the 2025-2026 season. Meanwhile, NBCUniversal aims to return to NBA broadcasting for the first time since 2002, potentially streaming games on its Peacock service. Disney's ESPN and ABC, along with Warner Bros. Discovery's TNT, are also expected to renew their partnerships.

Sports content continues to dominate viewership ratings, fueled by the NFL's massive audiences and record-breaking NCAA women's basketball tournaments, making sports an essential pillar for streaming platforms seeking to attract and retain subscribers.

Netflix's Bold Sports Play

Netflix has steadily expanded its sports footprint through captivating documentaries covering Formula One, tennis, and golf, alongside experimenting with live sports events such as exhibition matches. In 2023, Netflix made headlines by investing approximately $5 billion to exclusively broadcast WWE's flagship programs, including "RAW" and "WrestleMania," marking a major commitment to live sports entertainment.

Amazon Prime Video's Sports Expansion

Amazon Prime Video is intensifying its sports presence, entering its third season of streaming NFL Thursday Night Football. The streamer is close to signing a multi-billion-dollar, decade-long agreement to air extensive NBA coverage, including regular-season and playoff games, representing a historic move into basketball broadcasting.

With existing NBA contracts set to expire, Amazon's entry promises to reshape the sports streaming landscape by offering fans unprecedented access through Prime Video.

YouTube TV's Growing Sports Portfolio

YouTube TV, owned by Alphabet, has emerged as a leading live TV streaming service by securing exclusive sports packages such as the NFL Sunday Ticket. This $2 billion per year deal grants subscribers access to out-of-market NFL games, significantly enhancing YouTube TV's sports offerings.

Peacock Leveraging Legacy Sports Rights

Peacock, NBCUniversal's streaming platform, capitalizes on its traditional broadcast rights by streaming international soccer, WWE events (until WWE moves to Netflix), and Olympic coverage. Its NFL playoff game streams have attracted large audiences, indicating the growing appeal of exclusive sports content on streaming platforms.

Reports suggest NBC is preparing a $2.5 billion annual bid to reacquire NBA rights, which could position Peacock as a key NBA streaming destination.

Hulu's Live Sports Integration

Owned by Disney, Hulu has built a robust live TV service featuring extensive sports coverage. Its marketing emphasizes live sports availability, catering to viewers seeking flexible streaming options.

Apple TV+'s Strategic Sports Investments

Apple entered the sports market with a 10-year, $2.5 billion deal for Major League Soccer broadcast rights starting in 2022. Additionally, Apple streams Major League Baseball's "Friday Night Baseball," investing around $85 million annually, signaling its intent to become a major sports broadcaster.

Paramount+ Boosted by NFL Rights

Paramount+, backed by CBS's NFL broadcast rights, has enjoyed double-digit audience growth during the recent NFL seasons. This access to live football content remains a crucial driver of subscriber engagement.

Warner Bros. Discovery, ESPN, and Fox's Joint Sports Streaming Venture

In 2024, Warner Bros. Discovery, ESPN, and Fox announced plans for a joint sports-focused streaming service aimed at cord-cutters who want live sports without subscribing to multiple platforms. While pricing and branding details remain under wraps, industry experts debate the profitability of sports-only streaming services due to high rights costs.

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