Prime Video has set a new benchmark in sports streaming with its debut coverage of the UEFA Champions League (UCL) in the UK and Ireland. The 2024–25 season attracted over 13 million viewers, making it the most-watched sports season ever on Prime Video across Europe.
This strong viewership demonstrates Prime Video’s growing influence in the live sports space, especially for football fans seeking high-quality, flexible coverage. The platform broadcasted 17 top-pick Tuesday matches from the Play-Off stage through to the Se
Notably, Prime Video’s Knockout Phase coverage shattered previous viewership records. The Paris Saint-Germain (PSG) vs Liverpool Round of 16 clash which went into extra time and penalties drew over 5 million UK viewers in a single evening, setting a new record for live sport on Prime Video UK.
Furthermore, PSG’s Semi-Final win against Arsenal also surpassed the 5 million mark, confirming the strong draw of high-stakes football. Other key fixtures like Arsenal vs Real Madrid and Manchester City vs Real Madrid pulled in over 4 million viewers each. These numbers surpassed the previous record, which was set in February 2023 during a Premier League match between Arsenal and Manchester City.
The season wrapped up with a thrilling extra-time showdown between Inter Milan and FC Barcelona, which also crossed the 4 million viewer threshold.
Alex Green, Managing Director of Prime Video Sport, International, said, “These record audiences show how the reach and accessibility of Prime extends these huge European matches to even more fans. This is also a great credit to our talented production team who make these headline Tuesday matches a truly must-watch spectacle, with 90 minutes of pre-match coverage and a constant pitch-side presence that fans have really responded to. We are just getting started and will continue to innovate as we develop our coverage next season.”
This statement underscores Prime Video’s ambition to compete with traditional broadcasters and streaming rivals in the sports space. The platform is positioning itself not just as a content provider, but as an experience-driven sports network.
Prime Video’s coverage featured a seasoned on-air team, including Gabby Logan, Wayne Rooney, Clarence Seedorf, Daniel Sturridge, Alex Aljoe, Alan Shearer, and Jon Champion. Their commentary and analysis were broadcast pitch-side from legendary stadiums like Anfield, Emirates Stadium, Villa Park, San Siro, and Allianz Arena.
The platform also provided 90 minutes of pre-match coverage, which helped build anticipation and gave fans more in-depth insights. This approach was well-received by viewers, and it’s likely to remain a part of Prime’s sports strategy going forward. Prime Video will continue broadcasting top-pick Tuesday UEFA Champions League matches in the UK and Ireland for two more seasons, through 2026–27.
Additionally, Prime has already been offering similar coverage in Germany (since 2021) for Tuesday matches and in Italy for Wednesdays, making this UK and Ireland debut part of a wider European sports expansion.
While these record numbers are impressive, the challenge for Prime Video will be to maintain audience interest across future seasons. With fierce competition from traditional broadcasters and streaming platforms, content quality, innovation, and pricing will play a key role in retaining and growing its sports audience.
Nonetheless, this debut season has proven that streaming services can compete head-to-head with traditional TV when it comes to live sports, offering fans new ways to enjoy the game from anywhere.