The NBA’s return to Europe for The NBA Berlin Game 2026 on January 15th and The NBA London Game 2026 on January 18th, which featured regular-season games between the Orlando Magic and Memphis Grizzlies, delivered standout viewership for Prime Video in the region.

The Magic’s comeback victory in Berlin was the most-watched regular-season game on record in Germany, also measuring as the most-watched NBA game in Europe this season. Some of Germany’s biggest stars joined Prime Video’s historic German-language broadcast from courtside at the Uber Arena, including UEFA Champions League on Prime pundit Mats Hummels, the Bundesliga’s record title-holder Thomas Müller, former Liverpool and Borussia Dortmund manager Jürgen Klopp and German NBA legend Dirk Nowitzki, who is a regular analyst for the NBA on Prime’s English-language broadcast, which also delivered live coverage from inside the arena.

The Grizzlies got their revenge in London, playing at The O2, earning a 125-109 victory over Magic – with a host of Premier League stars in attendance, including the likes of Declan Rice, Destiny Udogie, João Pedro, Virgil van Dijk and William Saliba.

In the UK, the Berlin and London Games became the most-watched NBA Global Games ever in the country.  The NBA London Game 2026 was the most-watched London game ever in Europe, with viewership up 90 per cent vs the last NBA game in London in 2019.

These milestones underline a period of significant viewership growth for the NBA on Prime, with audiences up significantly in Europe since the 11-year deal began in October 2025. As of January 2nd, the average viewership of the NBA on Prime in Europe this season is almost three times higher (184 per cent) year-on-year across a comparable number of games. In the same timeframe, average NBA viewership on Prime Video has grown by more than four times in the UK (312 per cent) and three times in Germany (246 per cent).

The NBA signed an 11 year deal with Prime Video in 2025.

“These record audiences on Prime Video demonstrate an untapped demand for the NBA in Europe and we saw that passion once again for the 2026 NBA Global Games last week. Audiences are consistently tuning in and making the NBA on Prime a part of their weekly sports schedule, especially across our primetime weekend games,” said Alex Green, Managing Director of Prime Video Sport, International. “In Europe alone we are broadcasting in seven different languages with dedicated play-by-play and analyst voices so we’re delighted to see this response by fans. We’ll keep innovating with this local approach and focus on serving NBA fans new and old across the next 11 years.”

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Categories: Articles, Consumer Behaviour, Content, Research

Tags: London, NBA, Orlando Magic, Prime Video