By 2025, streaming services are predicted to control a significant portion of global sports rights spending, reaching a remarkable 20%, according to new data from Ampere Analysis. The total investment is expected to hit $12.5 billion this year alone, with Netflix and Amazon leading the charge in this expansion.
DAZN is poised to remain the top spender globally, commanding a third of all streaming sports rights expenditures in 2025. This prominent position is largely attributed to their groundbreaking $1 billion deal for the 2025 FIFA Club World Cup. This figure is only expected to grow following the completion of their acquisition of Foxtel in Australia.
Danni Moore, Senior Analyst at Ampere Analysis, explains the surge in streamer investment: “Over the last five years, streamers’ share of investment in sports rights has increased for two main reasons. In particular, DAZN has driven investment in top tier sports rights in major European markets such as Germany, Italy, Spain and most recently France. Then, as streaming nears saturation point, general entertainment platforms are adjusting their content investment strategies and have turned to sports as a key part of their subscription growth plans. They are recognising the benefit of acquiring rights to major season-long competitions for both subscriber acquisition and retention.”
Amazon secures the second spot, with its share projected to climb from 18% to 23% thanks to their acquisition of NBA rights starting in the 2025-26 season. Their portfolio also includes NFL Thursday Night Football and UEFA Champions League rights, although territorial variations exist.
Traditional TV maintains a third-place position, largely due to its significant investment in the NFL Sunday Ticket, valued at approximately $2 billion per season. Netflix has secured fourth place among streaming investors, fueled by their three-year agreement for Christmas Day NFL games and their substantial $500 million annual deal with WWE, commencing in 2025.