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Will Amazon Go All In With the NFL?

Why Prime Video should win a major NFL package on top of Thursday Night Football, the real endgame for podcasts on Netflix, the future of the UFC-Paramount partnership, and other sports media predictions for 2026.

Kirk Cousins nfl
It hardly bears repeating why Amazon would want more games: Live sports are the last reliable subscription driver in a fractured media landscape. Photo: Todd Olszewski/Getty Images
Julia Alexander
December 29, 2025

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The sports media industry has been living through an epoch of rapid and practically unprecedented change. In the last 12 months alone, David Ellison shelled out $7.7 billion for UFC rights; Apple started walking back a $2.5 billion deal with MLS and placed a $750 million bet on F1; and ESPN acquired NFL Network and launched a D.T.C. app. Meanwhile, Neal Mohan brought an exclusive NFL game to YouTube; Amazon broadcast the first global Black Friday game; and MLB’s Rob Manfred partnered with Netflix. And that’s just the tip of the iceberg.