According to new data from Ampere Analysis, streaming services are rapidly increasing their investments in live sports, with spending projected to reach $12.5 billion in 2025. This marks a significant rise from $10 billion in 2024 and reflects the growing role of streaming in the global sports market. For the first time, streamers are expected to account for 20% of the total $64 billion global spend on sports rights, up from 18% in 2024 and just 8% in 2021.
DAZN Leads the Charge, Amazon and Netflix Expand Investments
London-based DAZN remains the most significant player in streaming sports, accounting for one-third of all streaming sports spending in 2025. The platform has significantly bolstered its portfolio with a $1 billion deal for the FIFA Club World Cup and has continued expanding across European markets, including Germany, Italy, Spain, and France. DAZN’s dominance is expected to grow further after it acquires Foxtel in Australia.
Amazon’s Prime Video follows as the second-largest streaming investor in sports rights, increasing its share from 18% to 23% after acquiring NBA rights from the 2025-26 season. The platform already holds major rights, including NFL Thursday Night Football and the UEFA Champions League.
YouTube TV remains in third place, mainly due to its $2 billion per season deal for NFL Sunday Ticket, while Netflix is rapidly climbing the ranks. After years of avoiding live sports, Netflix now accounts for 5% of total sports spending, following a three-year deal for NFL Christmas Day games and a $500 million per year contract for WWE Raw, which began in January 2024.
Live Sports Fuels Streaming Subscription Growth
Streaming services leverage live sports to attract new subscribers, especially as the market nears saturation. Ampere Analysis highlights several key examples of how major sporting events have driven subscription spikes:
- Netflix gained 1.5 million sign-ups in the U.S. after the Jake Paul vs. Mike Tyson boxing match, with 80% of subscribers remaining active a month later.
- Netflix’s NFL Christmas Day games brought in 700,000 new subscribers.
- Peacock added 2 million subscriptions during its exclusive NFL playoff game weekend in January 2024.
- Paramount+ saw 2.4 million new subscribers on the day of its Super Bowl coverage in February 2024.
These numbers underscore why streamers are willing to invest billions in securing top-tier sports rights. Sports provide consistent viewership, and season-long competitions help retain subscribers, reducing churn rates.
The Future of Streaming Sports
Ampere Analysis senior analyst Danni Moore explains that the rise of DAZN has been a catalyst for investment in top-tier sports rights across Europe. However, major general entertainment platforms are also shifting their strategies to prioritize live sports.
“They are recognizing the benefit of acquiring rights to major season-long competitions for both subscriber acquisition and retention,” Moore stated. “Netflix, Peacock, and Paramount+ all saw the commercial value of acquiring key sporting tournaments and one-off events in 2024, and we expect more of the same in 2025.”
As cord-cutting shrinks traditional TV audiences, sports leagues increasingly seek streaming platforms to maintain revenue and reach younger demographics. With record-high sports rights investments from streaming giants, the industry is heading toward a future where on-demand platforms dominate live sports broadcasting.
