Prime Video NBA viewing outside US surges 28% in debut season

Prime Video has unveiled a 28% increase in viewing figures for its NBA coverage outside of the United States.

It said there were significant viewership increases throughout Europe, Asia Pacific and Latin America compared to the 2024-25 NBA season.

Prime Video’s 11-year global media rights deal covers more than 200 countries. 

Data provided by media measurement and analytics company Fifty5Blue confirms that viewership of NBA games on Prime across Europe more than doubled (129%) year-on-year versus the previous season and generated the highest average viewership on record across the region when compared to the full-season averages for prior seasons.

Prime Video’s live broadcast of the NBA Finals in Europe grew even further (130%) year-on-year versus the 2025 Finals and became the most-watched NBA Finals in the region since 2016.

In France, viewership across the five-game championship series was over three times higher than 2025 (265%), with the Knicks vs. Spurs series 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% year-on-year throughout the 2025-26 season according to historical international NBA viewership compiled by Fifty5Blue. 

In Brazil and Mexico, where Prime Video has broadcast the NBA for multiple years prior to this season, NBA on Prime viewership was up 80% year-on-year throughout the season.

“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,” said Alex Green, managing director of Prime Video Sport, international. “We’re committed to meeting fans where they are, in their language and their time zone. Throughout the season we’ve delivered localised coverage across 14 different languages in over 200 countries and territories, giving fans more ways to experience the NBA than ever before. We’re just getting started on an 11-year journey and we’ll keep innovating to raise the bar for fans each and every season.” 

“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 passionate fans around the world,” adds Matt Brabants, NBA SVP, head of international content partnerships. “Together with Prime Video, we’re providing more access to the game, reaching new audiences, and continuing to build our global fanbase.”

Live coverage in the UK continues with Prime Video’s global coverage of the WNBA. Prime Video’s global WNBA coverage will also present exclusive post-season games including one first-round playoff series beginning this season plus seven semifinal series, and three WNBA Finals over the course of its 11-year agreement with the league.

The NBA on Prime will resume in October 2026.