The Amazon Prime Video streaming service’s coverage of the 2025-26 NBA season attracted the highest-ever average viewership in Europe for the top basketball league and delivered significant audience gains in key global markets across Latin America and Asia-Pacific.
Prime Video’s coverage outside of the United States was up 28% year-on-year (YoY) across the first season of its long-term rights deal with the league, with significant viewership increases throughout Europe, Asia Pacific, and Latin America compared to the 2024-25 NBA season.
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Viewership of NBA games on Prime across Europe more than doubled (129%) YoY versus the previous season. It generated the highest average viewership on record across the region when compared to the full-season averages for prior campaigns.
Prime Video's exclusive live broadcast of the NBA Finals in Europe grew even further (130%) YoY versus the 2025 edition and became the most-watched NBA Finals in the region since 2016.
In France, driven by Victor Wembanyama and the San Antonio Spurs’ involvement, viewership across the five-game championship series was over three times higher than in 2025 (265%), with the series, which the New York Knicks won in five games, becoming the highest-viewed finals on record in the country.
Across key NBA markets in the Asia Pacific region, viewership on Prime Video was up 29% YoY throughout the 2025-26 season.
In Brazil and Mexico, where Prime Video has broadcast the NBA for multiple years before this season, viewership was up 80% YoY throughout the campaign, with the 2026 NBA Finals surpassing Prime Video's previous best-ever NBA broadcast in these countries since games started airing in 2022-23.
Prime Video provides live coverage of the NBA in more than 200 countries under an 11-year global media rights deal with the league.
Alex Green, managing director of Prime Video Sport, International, said: “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.
“Attracting the highest average viewership in Europe on record and delivering significant audience growth internationally speaks to the power of combining world-class live sports with Prime Video's expansive reach, technology, and customer-first approach.”
Matt Brabants, NBA senior vice president and head of international content partnerships, said: “Global interest in the NBA is at an all-time high, and the first season of our expanded collaboration with Amazon successfully demonstrated our shared commitment to celebrating the game with our fans around the world.”
“Together with Prime Video, we're providing more access to the game, reaching new audiences, and continuing to build our global fanbase.”
Prime Video also provides live global coverage of the women’s WNBA, which includes the regular season, exclusive postseason games, and three WNBA Finals over the course of its 11-year agreement with the league.
