Prime Video launches interactive betting and AI features for NBA coverage
Prime Video announced interactive betting integration and artificial intelligence-powered viewing tools for its NBA streaming service ahead of the season start on October 24, 2025.
The NBA streaming landscape gained new technical capabilities as Amazon's Prime Video unveiled a suite of features combining sports betting integration, artificial intelligence-powered highlights, and customizable viewing options. The announcement, made on September 30, 2025, introduces tools designed to change how basketball content appears on streaming platforms.
According to Amazon, the enhancements mark the beginning of Prime Video's 11-year agreement with the NBA. The service will deliver exclusive regular and post-season coverage starting October 24, 2025, with the inaugural season featuring a doubleheader: Boston Celtics versus New York Knicks, followed by Los Angeles Lakers against Minnesota Timberwolves.
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FanDuel betting integration
The platform's personalized bet tracking feature creates a direct connection between FanDuel accounts and Prime Video profiles. When users link these accounts, active NBA bets appear on screen during live games, displaying real-time progress and win/loss status. The system does not enable bet placement through Prime Video itself.
An Odds View experience activates on supported devices, presenting a rotating feed of live odds, lines, and probabilities for popular bets. The display includes moneylines, spreads, totals, player props, parlays, and game props. Users can disable both bet tracking and Odds View through the Prime Video mobile app settings.
The integration of betting data into streaming platforms represents an evolution in how gambling operators reach audiences through connected television. Prime Video's approach requires explicit account linking rather than displaying betting information universally. FanDuel Sports Network has already demonstrated the monetization potential of this type of integration, reporting a 25% year-over-year increase in total impressions served through advanced programmatic platforms.
Multiview configuration
The Multiview feature enables simultaneous viewing of multiple NBA games across smartphones and smart TVs. Subscribers with both Prime Video and NBA League Pass access can select their primary game for the larger window while monitoring other matchups in smaller windows.
The system eliminates preconfigured game combinations, allowing viewers to construct their own layouts. The feature operates on a majority of devices, extending beyond traditional limitations that restricted multiscreen viewing to specific hardware or predetermined game pairings.
AI-powered curation
Key Moments employs Prime Video's proprietary artificial intelligence models to identify significant plays during games. The system automatically curates dunks, critical three-pointers, and momentum-shifting sequences. Viewers can access these highlights at any point during live broadcasts, with each moment including a full description of the play.
Rapid Recap addresses late arrivals to broadcasts by generating two-minute highlight reels. The AI-compiled sequences bring viewers current on game action before transitioning them into live coverage. Both features operate without requiring viewer input, running continuously during broadcasts.
Technical specifications
Prime Video produces all NBA broadcasts in native 1080p High Dynamic Range video with 5.1 surround sound. The platform combines Prime Video and AWS technology to create an end-to-end livestreaming solution focused on ultra-low latency delivery.
According to Amazon, the proprietary system eliminates drift and ensures synchronization, with delivery speeds matching or surpassing cable and broadcast networks. The technical infrastructure processes video through AWS services before reaching compatible devices worldwide.
Statistical overlays
The Stats feature provides access to player and team statistics without exiting live game views. Viewers can check traditional box score data alongside advanced metrics powered by AWS. The real-time statistical updates appear over broadcasts, eliminating the need for secondary screens or applications.
The presentation of in-game data through broadcast overlays builds on Amazon's existing sports analytics capabilities, which include next-gen stats and predictive modeling for NFL coverage.
Platform access
Basketball fans can stream NBA on Prime through hundreds of compatible devices where Prime Video operates globally. The service functions through web browsers and the Prime Video app on smartphones, tablets, set-top boxes, game consoles, and select smart TVs. Content downloads enable offline viewing on iOS, Android, and Fire devices.
Prime Video access comes with Prime membership at $14.99 monthly or $139 annually. Amazon offers 50% discounted membership options for young adults and government assistance recipients.
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Content expansion
Prime Video's sports portfolio extends beyond the NBA to include NFL, WNBA, and NWSL coverage. The platform hosts thousands of movies, series, and documentaries alongside live sports programming.
Add-on subscriptions provide access to partner programming from Apple TV+, HBO Max, Crunchyroll, Peacock Premium Plus, FOX One, and MGM+. The service also features more than 500 free ad-supported streaming channels.
Marketing implications
The betting integration arrives as sports streaming platforms compete for viewer attention and advertising revenue. Prime Video demonstrated its advertising capabilities during Thursday Night Football, with brands paying significant premiums for streaming-exclusive games.
The combination of betting data, AI curation, and multiview capabilities creates multiple advertising insertion points within basketball broadcasts. Amazon's Complete TV system enables advertisers to manage streaming television campaigns with AI-powered budget allocation across Prime Video and other premium platforms. Streaming platforms increasingly function as advertising delivery systems, with features designed to maintain viewer engagement and provide targeting opportunities.
The NBA content library available through Prime Video includes NBA League Pass and FanDuel Sports Network regional sports networks as add-on subscriptions, expanding the platform's basketball programming beyond the exclusive games covered by the 11-year agreement.
Technical requirements for these features vary by device, with some capabilities limited to specific hardware platforms. The bet tracking and Odds View functions necessitate both Prime Video and FanDuel accounts, while Multiview requires NBA League Pass subscription in addition to Prime membership.
Amazon's approach to NBA coverage emphasizes viewer control over presentation, contrasting with traditional broadcast models that determine camera angles, statistics displays, and content pacing. The customization options align with streaming platform strategies that prioritize user preference settings over standardized viewing experiences.
Programmatic advertising for live sports has expanded significantly in 2025, with platforms enabling real-time targeting of specific game moments. The NBA partnership provides Amazon with premium live content that traditionally commands higher advertising rates, as streaming-exclusive NFL games have demonstrated 66% higher effectiveness for brands compared to broadcast offerings.
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Timeline
- July 25, 2024: Amazon Prime Video secures landmark 11-year NBA and WNBA broadcasting rights deal
- March 4, 2025: Amazon launches Complete TV buying system for streaming advertisers
- July 17, 2025: PubMatic launches AI-powered Live Sports Marketplace with real-time targeting
- July 30, 2025: FanDuel Sports Network reports 25% streaming ad growth
- August 13, 2025: Amazon announces NBA coverage schedule details
- August 29, 2025: Peacock Premium Plus launches on Prime Video
- September 10, 2025: Netflix becomes available in Amazon DSP
- September 30, 2025: Amazon announces interactive features for NBA coverage on Prime Video
- October 24, 2025: NBA on Prime season begins with Celtics-Knicks and Lakers-Timberwolves doubleheader
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Summary
Who: Amazon's Prime Video platform, in partnership with FanDuel and the NBA, developed the new viewing features for basketball streaming.
What: The service introduces personalized bet tracking linked to FanDuel accounts, customizable Multiview for watching multiple games simultaneously, AI-powered Key Moments and Rapid Recap features for automatic highlight curation, real-time statistics overlays, and HDR video with ultra-low latency streaming technology.
When: Amazon announced the features on September 30, 2025, with NBA on Prime coverage beginning October 24, 2025, as part of an 11-year broadcast agreement.
Where: The features function on Prime Video across hundreds of compatible devices globally, including smartphones, tablets, smart TVs, game consoles, and web browsers, with some capabilities requiring specific hardware.
Why: The enhancements aim to differentiate Prime Video's NBA coverage through betting integration, viewer customization, and AI-powered content curation, while creating additional advertising opportunities and maintaining viewer engagement during live sports broadcasts.