NBA Viewership Soars in Europe Following Prime Video Deal
NBA viewership in Europe has experienced significant growth since Amazon’s Prime Video began broadcasting games, demonstrating a strong and previously “untapped demand” for teh league, according to Prime Video Sport International Managing Director Alex Green.
The NBA held regular-season games in both Berlin and London in 2023, with both events achieving record viewership numbers for NBA Global Games in their respective markets. London hosted a game in 2019, and is scheduled to host regular-season action again in 2027.
Prime video’s 11-year broadcast partnership with the NBA, which began in advance of the 2025-26 season, is valued at $1.8 billion per year. The deal covers an expanded package of games in several territories including mexico, brazil, France, Italy, Spain, Germany, the UK, and Ireland.
The expanded package includes a minimum of 20 additional primetime regular-season games annually,along with each Conference Finals series and the NBA Finals in six of the 11 years of the agreement.
Since the partnership launched, Prime Video has reported a 184% year-on-year increase in viewership of its NBA coverage across Europe. The UK (+312%) and Germany (+246%) have shown especially strong growth.
“These record audiences on Prime Video demonstrate an untapped demand for the NBA in Europe, and we saw that passion once again for the 2026 NBA Global Games last week,” said Green. “Audiences are consistently tuning in and making the NBA on Prime a part of their weekly sports schedule, especially across our primetime weekend games.”
prime Video broadcasts NBA games in seven different European languages, featuring dedicated play-by-play and analyst teams.
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