Prime Video in Canada will begin streaming NBA games in the 2026/27 season.
The company made the announcement during its inaugural Amazon Upfront event in Canada alongside Toronto Raptors player RJ Barrett. Prime Video will begin stream Thursday night NBA games starting in the 2026/27 season.
Notably, this is an expansion of its existing sports programming. Last year, the streamer became the exclusive home of Monday night NHL games in Canada, with Tuesday Professional Women’s Hockey League (PWHL) games being added later on.
Overall, Amazon says sports content is becoming an increasingly large part of its streaming business. Interestingly, Uri Gorodzinsky, managing director of Amazon Ads Canada, revealed that Prime Monday Night Hockey viewers are on average 11 years younger than the previous NHL broadcast, which he says shows how “generations [are] connecting through hockey in a whole new way.”
On the subject of ads, the company also confirmed that 72 per cent of ad viewers engage with Prime Video original titles monthly. Last year, the company began running ads during Prime Video streams, with a $2.99/month fee being required to remove them. Amazon didn’t confirm how many people are watching Prime Video with ads enabled, however.
At the Amazon Upfront, the company also revealed a new slate of Canadian originals, including new seasons of LOL: Qui Rira Le Dernier and Faceoff: Inside the NHL and documentaries about Simple Plan and viral Albertan brothers (the latter coming from Letterkenny‘s Jacob Tierney).
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