Amazon Prime Video Joins Masters Coverage with Extended Airtime
Amazon Prime Video will broadcast the Masters golf tournament with expanded coverage, adding two hours of airtime during both the first and second rounds in 2026. This new partnership positions Prime Video alongside established broadcasters ESPN, CBS, and Paramount+, increasing viewer access to one of golf’s most prestigious events.
Expanded Broadcast and Streaming Reach
The Masters is known for its exclusive and comprehensive coverage, traditionally dominated by CBS and ESPN. With Amazon Prime Video joining as a broadcast partner, the tournament will extend its live coverage by four hours—two hours on the first day and two hours on the second day—starting in 2026. This move comes amid a broader trend of major sports events increasing digital streaming options to reach younger and more diverse audiences.
While detailed viewership numbers for the upcoming 2026 event are not yet available, the addition of Prime Video is expected to boost overall viewing figures, leveraging Amazon’s vast subscriber base exceeding 200 million worldwide. Previous Masters broadcasts on traditional networks regularly draw millions of viewers; for example, the 2023 tournament finale attracted around 7 million viewers on CBS alone. Integrating streaming platforms typically enhances reach and engagement, especially among cord-cutters.
Reception and Market Trends
Initial reactions from golf fans and media analysts have been positive regarding Amazon Prime Video’s inclusion. Social media discussions have highlighted potential benefits such as innovative broadcast technology, flexible viewing options, and exclusive digital content. Sports streaming has witnessed significant growth, with platforms like ESPN+ and Paramount+ already contributing to increased golf viewership. According to Nielsen data, sports streaming audiences grew by over 20% annually in recent years, indicating strong audience appetite.
Market analysts emphasize that integrating a major tech-driven platform like Amazon Prime aligns with the Masters Tournament’s strategy to modernize its broadcast approach without compromising tradition. Although the Masters maintains a reputation for exclusivity, the addition of Prime Video may attract younger demographics and international viewers less familiar with traditional TV broadcasts. This strategy mirrors trends seen in other major sports leagues embracing OTT (over-the-top) streaming services to expand their footprint.
Strategic Significance for the Masters and Amazon
The Masters, operated by Augusta National Golf Club, has historically maintained tight control over its media rights to preserve the event’s prestige. The inclusion of Amazon Prime Video as a broadcast partner marks a significant shift. It suggests a gradual openness to digital platforms, likely motivated by the competitive media landscape and shifting consumption habits.
Amazon benefits by aligning with a marquee sports event, enhancing Prime Video’s sports content portfolio amid increased competition from other streaming services. This partnership also offers Amazon an opportunity to experiment with broadcast innovations, such as interactive features and multi-angle streams, potentially differentiating its coverage.
For the Masters, this expansion supports long-term growth and global brand positioning. It also reflects the evolving media rights ecosystem in sports, where traditional broadcasts coexist with streaming platforms to maximize fan engagement and revenues.
Viewing Options and What to Expect
Fans interested in watching the 2026 Masters rounds covered by Amazon Prime Video will need an active Prime Video subscription, which can be accessed via smart TVs, mobile devices, and other streaming hardware. The expanded coverage complements existing broadcasts on ESPN, CBS, and Paramount+, ensuring comprehensive access across platforms.
Golf enthusiasts should look out for a combination of live coverage, analysis segments, and behind-the-scenes content exclusive to streaming subscribers. The Masters typically airs in early April, with the first and second rounds played on Thursday and Friday. Subsequent rounds remain with existing broadcasters, ensuring no loss of traditional viewing experiences.
Those unable to watch live can take advantage of Amazon Prime Video’s on-demand replay capabilities. Additionally, social media live updates and highlights will continue on mainstream networks, supplementing the viewing experience.
Sources
- ESPN: Amazon Prime Video joins Masters coverage for first and second rounds
- Nielsen Sports Reports on Sports Streaming Growth
- CBS Sports viewership archives for Masters Tournament
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1. Amazon Prime Video Masters coverage
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