Amazon Prime Video’s Masters Coverage: A Missed Opportunity
On Thursday, Amazon Prime Video made history by becoming the fourth television rights partner for the Masters, expanding their early round coverage.
However, golf enthusiasts worldwide were left wondering about the absence of celebrities like Bert Kreischer and Jason Kelce.
This being the first time a major streaming service took on Masters coverage, fans were hoping for a fun mix of comedy, star power, and promotional content. Watching the Masters shouldn’t just be about golf played in front of a Publix in Georgia; fans were eager for engaging segments and surprises that typically accompany such broadcasts.
The audience wanted to see what new series and movies Prime Video had to offer and who from the sports world would be validating the event’s significance. Instead, Amazon featured Terry Gannon interviewing the legendary Jack Nicklaus in Butler Cabin, when many viewers would have preferred insights from Jeff Bezos regarding his ventures or the latest from the Washington Post.
6-time Masters champion Jack Nicklaus joins Terry Gannon to discuss Rory’s Masters victory and insights on how to play at Augusta National.
The Masters LIVE on @PrimeVideo | 1-3 PM ET️ pic.twitter.com/SyEQeLrMLw
— Sports on Prime (@SportsonPrime) April 9, 2026
Surprisingly, Amazon’s coverage felt remarkably similar to CBS’s, missing the essence of what makes live-streamed sports unique. Fans want to be captivated by additional content beyond the game itself, similar to Netflix’s successful opening night baseball broadcast.
Meanwhile, ESPN hit the mark during the Masters Par 3 contest by featuring stars like Jason Kelce and Kevin Hart, creating memorable moments fans genuinely enjoyed.
Ultimately, while Amazon introduced a sleep-inducing analytical channel, they neglected to present engaging promotional content that viewers truly desired. There were no entertaining skits involving popular game characters or even a discussion of current streaming offerings. In missing these opportunities, Amazon Prime Video failed to make their Masters coverage captivating and memorable.
