This new streaming arrangement, part of Augusta National's broader strategy, aims to expand and improve how the Masters is presented and enjoyed, reflecting a trend toward more digital coverage to reach a wider audience.

Overall, this strategic shift signifies Augusta National's transition from a traditionally exclusive event to one increasingly accessible via digital platforms, aligning with modern viewing trends.

Rory McIlroy, who secured his first career green jacket and a career Grand Slam in 2025, will be a key figure in the upcoming 2026 tournament, which is scheduled for April 9-12.

The move to digital streaming at the Masters reflects ongoing chaos in sports media rights and viewership, with Augusta National maintaining its reputation for strategic media navigation amid these changes.

The 2026 Masters will be the second consecutive year with expanded broadcast hours, further enhancing fan access and engagement, as part of Augusta's efforts to modernize and broaden its reach.

The move to include Amazon is driven by a lucrative streaming rights deal and the growing importance of streaming revenue in sports broadcasting, despite some criticism from fans who see it as a departure from tradition.

The 2025 Masters, won by Rory McIlroy, drew a record average of over 12.7 million viewers, demonstrating the event's growing popularity and viewership, with a 33% increase from 2024.

Amazon will broadcast the first two rounds of the 2026 Masters from 1-3 PM on Prime Video, sharing coverage with ESPN, which will air from 3-7 PM, while CBS continues traditional weekend coverage, marking a significant shift in the tournament's media approach.

This expansion coincides with recent changes in tournament exemptions, including more invitations to national open winners and the discontinuation of automatic invites to PGA Tour Fall event winners, aligning with the evolving media strategy.

The new coverage aims to address fan frustrations over limited access and missing key moments, providing more comprehensive live coverage, including early rounds and feature groups, through Amazon's streaming platform.

While the UK will continue to watch via Sky Sports, the global shift toward digital streaming is reshaping how audiences access the Masters, with Amazon's involvement marking a notable change.

The partnership with Amazon, which offers HD streams and features like 'Shop the Show,' represents a shift from Augusta's longstanding exclusivity, with the tournament now embracing a hybrid model of traditional TV and digital platforms.