Big Tech deepens its tee time at Augusta as Prime Video joins CBS, ESPN and Paramount+ in 2026

Amazon Prime Video will stream two hours of live coverage during the first and second rounds of the 2026 Masters, a notable shift that adds a major tech player to golf’s most revered broadcast lineup. The move strengthens an already American-led media slate and gives fans more ways to watch without displacing the trusted coverage from ESPN and CBS.

What changes for viewers

Prime Video will carry live coverage from 1 to 3 p.m. ET on Thursday and Friday, April 9 and 10. ESPN follows from 3 to 7:30 p.m. on those days. Over the weekend, Paramount+ will stream from noon to 2 p.m. ET on April 11 and 12, leading into CBS’s traditional broadcast starting at 2 p.m. The combined plan lifts primary broadcast and streaming coverage to at least 27 hours, up from 18 last year.

Why it matters

For American sports fans, this is a win for access and choice. It preserves the continuity viewers trust with CBS and ESPN while tapping the scale and technology of Amazon to extend the day’s window. In a competitive global media market, keeping cornerstone events like the Masters anchored with U.S. partners supports domestic production jobs, strengthens Western media alliances, and delivers stability for a signature American sporting tradition.

The broader media play

Bringing Prime Video and Paramount+ into the live lineup reflects a pragmatic hybrid model: premium broadcast for peak moments, streaming for additional hours and younger audiences who expect flexibility. The Masters benefits from expanded reach without diluting its brand, and rights holders diversify revenue while maintaining editorial standards set over decades.

The bottom line

Augusta’s choice signals confidence in a balanced, American-led partnership model. Fans get more live golf, networks retain marquee windows, and a trusted tournament gains smart redundancy across platforms that value reliability and national interest.