Prime Video NBA Viewing Outside US Increases by 28% in Debut Season

Viewership data from Fifty5Blue has confirmed some exciting news for NBA fans around the world. Prime Video, known for its streaming content, has shared a 28% increase in viewership for its NBA coverage outside of the United States. This growth was seen across Europe, Asia Pacific, and Latin America compared to the previous NBA season.

The 11-year global media rights deal that Prime Video has with the NBA covers over 200 countries. The data provided by Fifty5Blue shows that NBA game viewership on Prime more than doubled (129%) year-over-year in Europe, generating the highest average viewership on record in the region compared to previous seasons. Not only that, but the live broadcast of the NBA Finals in Europe saw a 130% increase in viewership compared to the 2025 Finals, making it the most-watched NBA Finals in the region since 2016.

In France, viewership for the championship series was over three times higher than in 2025 (265%), setting a new record. The Knicks vs. Spurs series became the highest-viewed Finals on record in the country. Across key NBA markets in the Asia Pacific region, viewership on Prime Video increased by 29% year-on-year throughout the 2025-26 season. In Brazil and Mexico, where Prime Video has been broadcasting the NBA for years, viewership saw an 80% increase compared to the previous season.

Alex Green, the managing director of Prime Video Sport, international, expressed how pleased they were with the inaugural NBA on Prime season. Green mentioned their commitment to reaching fans wherever they are, in their language and time zone. Prime Video provided coverage in 14 different languages across more than 200 countries, allowing fans to experience the NBA like never before. This is just the beginning of an 11-year journey, and Prime Video plans to continue innovating to enhance the fan experience each season.

Matt Brabants, NBA SVP, head of international content partnerships, shared his thoughts on the collaboration with Prime Video. The partnership aims to provide more access to the game, reach new audiences, and build a global fanbase. The NBA coverage on Prime Video will resume in October 2026, including live coverage of the WNBA. Prime Video’s global WNBA coverage will offer exclusive post-season games over the course of their 11-year agreement with the league.