Prime Video tapped for NBA's Eastern Conference finals in first year broadcasting the round

Key Points:

• The NBA announced that Prime Video will broadcast the Eastern Conference finals for the 2026-27 season, marking the streamer’s first time airing that playoff round under the new media rights agreements.
• NBC and Prime Video will rotate broadcast rights for one conference final each season over the first 10 years of the NBA’s new deals, with ESPN/ABC airing the other conference final.
• Unlike previous arrangements where ESPN and TNT alternated conference finals annually, NBC and Prime Video’s rotation will occasionally switch, allowing each to broadcast both Eastern and Western Conference finals during the 11-year deal.
• This rotation change means ESPN may broadcast the same conference final in consecutive years, and NBC and Prime Video will each air three Eastern and three Western Conference finals across the deal’s duration.
• Historically, viewership differences between the Eastern and Western Conference finals have been minimal, with audience size largely influenced by team quality and series length, giving NBC and Prime Video balanced opportunities for high viewership.