The Masters is Amazon Prime’s next test in live sports

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The Masters golf tournament, famous for being “a tradition unlike any other,” is partnering with an unusual media outlet this year.

As a huge golf fan, I’m really excited about this! For the first time ever, Amazon Prime Video is going to stream live coverage of the early rounds of the Masters Tournament from Augusta National on Thursday and Friday mornings, starting at 10 a.m. Pacific time. It’ll be a great way to kick things off before ESPN’s coverage begins. Then, CBS will continue its tradition of broadcasting the final two rounds over the weekend – they’ve been doing that since 1956! And if you’re a Paramount+ subscriber, you can catch two more hours of early coverage on Saturday and Sunday too.

Amazon will now be broadcasting a portion of the Masters Tournament after years of discussions with Augusta National. This addition builds on Amazon’s growing collection of live sports coverage, which already includes NFL Thursday Night Football, NBA and NASCAR in the U.S., and international events like Champions League Soccer and Wimbledon.

Securing the rights to broadcast live sports is costly—Amazon hasn’t revealed how much it’s paying for the Masters—but major sporting events attract huge viewership, making them a safer investment than expensive scripted films and TV shows.

The Masters tournament is a highly anticipated event for dedicated golf fans, and it also draws in many casual viewers – much like the Super Bowl. Last year, an average of 12.7 million people tuned in to watch the final round on CBS, making it the most-watched Masters final round since 2018, according to Nielsen ratings.

As a huge golf fan, I was glued to the TV on Sunday! The viewership really spiked around 7 p.m. Eastern when Rory McIlroy finally clinched his first Masters green jacket. It was an incredible finish – he and Justin Rose were neck and neck, and Rory won in a playoff after a full 18 holes. Honestly, it was such an emotional win, especially knowing he was completing his career Grand Slam – winning all four major golf championships. It was a really special moment to watch.

Augusta National works hard to maintain the traditional atmosphere of The Masters, where the world’s top golfers compete on its historic course, first used for the tournament in 1934. To help preserve this experience, fans – known as patrons – are not allowed to bring mobile phones onto the grounds.

The people in charge at Augusta National aren’t afraid of technology. The Masters website and app, created with support from IBM, offer video of every shot taken during the tournament. This year, they expanded the platform to include a video archive featuring final round footage from 1968 through 2025.

Augusta National carefully manages its brand and what’s shared about the Masters. However, partnering with Amazon to offer more streaming coverage is a way to connect with younger fans who primarily watch content online.

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According to Tim Hanlon, CEO of media consulting firm The Vertere Group, today’s younger viewers want to watch sports in a way that’s flexible, instant, and available on all devices. He believes the Masters Tournament has often seemed limited and resistant to change when compared to these expectations.

Masters Tournament TV broadcasts are famous for their unique rules. Unlike most programs, the networks showing the tournament are only allowed to air four minutes of commercials each hour, which helps keep the focus on the golf.

Amazon plans to follow the traditional, low-key style of the Masters tournament in its coverage, but will also incorporate data and analytics, similar to what it does for other sports. Jared Stacy, Amazon’s vice president of global live sports production, recently explained that his team intends to keep the presentation subtle and respectful of the event’s atmosphere.

Stacy explained that they share a vision of honoring the Masters Tournament’s history while also embracing new ideas and changes.

Amazon has been working to appeal to dedicated sports fans as more events become available on Prime Video. Bringing on experienced broadcaster Al Michaels to call “Thursday Night Football” was a key move to make NFL fans feel at home.

Just like at other major events, Stacy will be using her established approach at the Masters. Meanwhile, Amazon is adding golf icon Jack Nicklaus as a guest commentator, marking 40 years since his last win at the tournament. Terry Gannon, well-known from the Golf Channel, will be the lead commentator for the coverage.

As a huge golf fan, I’m really excited about this! Amazon is building on something they started at the Masters website – that amazing live coverage – and taking it even further. This weekend, they’re going to give us a constant stream of action focused on Amen Corner, you know, those incredibly tough holes at Augusta. But it’s not just the live play; they’re also promising deeper dives for serious fans like myself, with advanced stats and detailed analysis of the players’ swings. It’s a dream for anyone who really loves the game!

To promote its Masters Tournament coverage, Prime Video released a documentary called “Rory McIlroy: The Masters Wait” on March 30th. The film follows the golfer’s quest for a win in 2025 and has gained attention, including a mention from Augusta National Chairman Fred Ridley during his press conference before the tournament.

Ridley stated that the film showcases Amazon’s commitment to delivering high-quality golf content to viewers globally, and expressed optimism for a continued partnership with Prime Video.

As a huge golf fan, I’ve always felt a bit conflicted about how Augusta National controls the Masters broadcast. It definitely makes the tournament unique, but honestly, I’m one of those people who thinks you can never have too much coverage! I just want to soak in every possible moment.

More people watching golf doesn’t diminish its special appeal,” explained Bo McBrayer, who co-hosts the BettingPros golf podcast. “I’d love to be able to watch every golfer’s shot whenever I want, especially during the Masters.

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2026-04-09 01:02