Augusta National Golf Club’s decision to bring Amazon Prime Video into the Masters broadcast lineup marks a defining moment in the evolution of sports media. For the first time, Prime subscribers will enjoy early-round live coverage, adding streaming access to the tournament’s long-standing CBS and ESPN partnerships. With streaming now accounting for more than 38% of U.S. TV usage and Amazon reaching over 200 million global Prime members, this move underscores how even the most tradition-rich sporting event is adapting to modern viewing habits—blending heritage with innovation to reach a new generation of fans.
