What's Happening?
Amazon Prime Video has announced its entry into the broadcasting of the Masters Golf Tournament, joining CBS Sports and ESPN as a U.S. broadcaster. Starting with the 2026 tournament, Amazon will provide two additional hours of coverage for the first and second rounds. This move marks Amazon's continued expansion into live sports broadcasting, adding to its portfolio that includes Thursday Night Football and other major sports events.
Why It's Important?
Amazon's acquisition of streaming rights for the Masters Golf Tournament signifies a major shift in sports broadcasting, as traditional TV networks face increasing competition from digital platforms. This partnership with Augusta National Golf Club allows Amazon to reach a broader audience and enhance its sports content offerings. The move could attract more subscribers to Amazon Prime Video, boosting its market position in the competitive streaming industry. It also reflects the growing trend of sports events being accessible through online platforms, potentially changing how audiences consume live sports.
