More and more people are choosing streaming services over traditional television channels. Platforms like Netflix, Amazon Prime, HBO Max, Apple TV+, and Disney+ offer viewers a wide range of content available at the click of a button. In the Netherlands, more than 80% of residents use a streaming service, and over half do so daily.
Streaming offers several major advantages, such as on-demand access to series, films, and documentaries, as well as the ability to watch on multiple devices at once. In addition, viewers receive personalized recommendations based on their profiles, customized to their tastes and preferences. These developments have completely transformed the way television content is consumed.
There are streaming services like DAZN, ESPN+, and Viaplay that focus mainly on sports, but Amazon is also entering this space. Football fans in Germany, Italy, and the UK with an Amazon Prime subscription can already watch the UCL (or selected matches) via the platform.
In the Netherlands, this is not yet the case, but Amazon is working behind the scenes to secure these rights in other countries as well. This is just the beginning. So why are fans choosing Amazon Prime to watch the UCL?
From traditional television to streaming
Watching football on television is increasingly driven by subscriptions and add-on packages. And the fact that the Dutch love football is clear from the official viewing figures of the 2024 Year Top 100, where football occupies the top eight spots - just ahead of Wie is de Mol?
In the past, matches were shown live on traditional TV channels, meaning viewers had to be in front of their televisions exactly when the game started. This used to be easier and cheaper, but it also depended on time zones. For UCL matches, that’s not a big issue since they take place in Europe - but for global tournaments, it often means turning on the TV in the middle of the night or even taking a day off work.
In addition, only a few channels usually held the rights to these matches. Viewers had to adapt - and that was simply the norm.
Since the introduction of packages and features like Uitzending Gemist (Catch-Up TV), things have become much more convenient, allowing matches to be rewatched at any time. Streaming services take this a step further: they broadcast matches on demand, and many users already have a subscription.
Matches can be watched on multiple devices and even on the go, making it a more affordable option than adding an extra sports package to a standard TV plan. Other possibilities - such as choosing different camera angles, pausing or rewinding live games, and switching commentary tracks - offer significant potential benefits for the future.
The fact that Amazon is now acquiring the rights to the UCL could mean that Dutch viewers will soon be able to watch the matches through their standard subscription, without extra costs. This is already the case in some countries, and there’s no reason why Amazon wouldn’t expand these services to others as well.
From films and series to a broader offering
Amazon Prime isn’t the biggest streaming service in the Netherlands. Viewers tend to prefer Netflix or HBO subscriptions - often combining the two for the most complete range of content. However, this could soon change, partly thanks to the possibility of gaining access to UCL matches via Amazon Prime.
Amazon mainly focuses on films and series, including Hollywood blockbusters, Prime Originals, and international shows. Think of The Lord of the Rings: The Rings of Power, which is exclusively available on Amazon. In addition, the platform offers documentaries, reality and comedy shows, and has already started expanding into sports.
In the UK, for example, several Premier League matches are already streamed via Amazon Prime. In the US, tennis fans have been able to watch the US Open on Amazon, and American football fans can follow the NFL. The UCL is a logical next step in this expansion. Amazon is expanding from an entertainment platform into a much broader service, eliminating the need for extra subscriptions or add-on packages.
The advantages of Amazon compared to other services
Amazon members have strong reasons to watch UCL matches on this platform. It’s the combination of features and convenience that makes Amazon so appealing to users.
All-in-one
Amazon Prime members gain access to multiple services through a single subscription, including Prime Video, Amazon Music, and Prime Reading. Additionally, their purchases are shipped for free via Amazon.nl. There’s no need for an additional sports package, and it’s also possible to take out a temporary Prime subscription during the months when the UCL takes place.
Sports rights
Amazon is currently working to acquire more sports rights to expand its catalog. This makes it an attractive option, allowing viewers to avoid extra costs for a Ziggo sports package. This move positions Amazon as a more comprehensive entertainment provider than other streaming services and clearly sets it apart from the competition. Industry analysts expect platforms like Netflix and HBO to follow suit with similar expansions.
Ease of use
With Amazon, viewers can stream in HD - and in 4K if their device supports it. Matches and other broadcasts can be watched on TV, laptops, tablets, and smartphones, even simultaneously. Additionally, users can pause, rewind, or instantly rewatch highlights whenever they like.
Amazon is not the first
Apple TV and Apple TV+ users already have access to sports broadcasts. For example, Apple collaborates with Major League Soccer, Major League Baseball, and Sunday Night Soccer, and there’s a dedicated sports section in the Apple TV app.
However, Apple TV is somewhat less accessible than Amazon, and viewers sometimes need additional subscriptions to access these specific sports services. Amazon doesn’t require such add-ons (yet), making it a more affordable alternative.
Even though Apple TV is also available on smart TVs via an app, the service primarily targets Apple users. Amazon, in contrast, caters to a broader audience.
The Champions League on Amazon Prime
Amazon is still at the beginning of its UCL journey. At the moment, only members in Germany, Italy, and the UK can watch these matches through the streaming service. In Germany, Amazon holds the rights to broadcast 17 matches live for German Prime members, included in their subscription at no extra cost.
In Italy, Amazon has a contract running from 2024 to 2027, allowing them to offer “top-pick” matches every Wednesday to Italian football fans - again, without any additional charges.
In the UK and Ireland, Amazon has held UCL rights since the 2024–2025 season. Through Prime Video, members can replay the top match from Tuesday, making it part of their subscription. This means they don’t need any extra packages, and a portion of the matches is available through their standard Amazon subscription.
Watching the UCL on Amazon Prime
What does this mean for football fans in these countries? The deals vary by country, but through Amazon, the UCL can be watched in at least HD quality. Not all matches are broadcast, but viewers are offered a curated selection that includes the top picks or most important games.
The future will show whether this will be expanded to all matches and additional countries. Features like camera-angle selection and on-screen statistics could then become standard. Matches can also be paused or rewound. Amazon’s initiative has the potential to transform the way sports are watched and experienced, offering a full, immersive experience - especially compared to how football was broadcast and enjoyed just a few decades ago.
Watching the UCL in the Netherlands without Amazon Prime
In the Netherlands, these services are not yet available. Fans currently have to rely on an additional Ziggo subscription, as Ziggo holds the exclusive broadcasting rights in the country. This means fans must pay to watch the matches.
Matches can be followed via the Ziggo Sport Totaal package or the Ziggo Sport Totaal app. This is an extra package that can also be added to other TV subscriptions.
There are also some alternatives:
Free streams and access
Some fans look for free options through certain websites. These streams broadcast matches live, but without proper broadcasting rights. Legal regulations vary by country. While free and convenient, there are significant drawbacks.
These services are not always legal, and viewers often face heavy advertising, spam, or even potential hacking risks. Users may need to disable antivirus software to gain access and allow pop-up ads. The quality and reliability when you watch free sports live streams can vary greatly, depending on your computer’s protection and how willing you are to deal with constant ads.
Live viewing via sports betting platforms
Another option is to watch matches through a bookmaker like Stake.com. UCL matches, along with other sports events, are streamed via their sports betting section, where bets can also be placed on live games.
This allows football fans to watch a match and place live bets simultaneously. For some, it can be a safer and more reliable alternative to free streams, and a different option compared to Ziggo or Amazon.
Streaming as a complete experience during the UCL
The major advantage of watching matches via Amazon Prime is that viewers can access them as part of their existing subscription - something they often already have. This means there are no additional costs, as it is included in the standard package; all that’s needed is a subscription.
Other benefits include extra features such as live commentary options, social media interaction, and in-match statistics. This makes the streaming experience far richer and more immersive than traditional broadcasts. Streaming platforms provide viewers with an interactive way to enjoy their favorite matches, and thanks to technology, the possibilities for the future are virtually limitless.
The future of sports streaming
The future of sports streaming looks promising. Nothing is certain yet, but fans are expected to benefit from exclusive deals and partnerships. Prices will likely rise, but many people are willing to pay more for convenience and quality - just as they already do when watching matches through an additional package on Dutch channels.
Tech companies such as Amazon, Apple, and Google are all exploring opportunities to acquire broadcasting rights. Amazon is currently a frontrunner, but others are expected to follow suit.
Amazon is taking an important step toward making sports streaming a mainstream option. Their strategy is clearly aimed at attracting more members, and they are doing so strategically and effectively. For those who don’t want a full Amazon subscription but still want to watch UCL matches, there are alternatives. A temporary subscription solely for the UCL matches can easily be canceled afterward. This gives fans an accessible, cost-effective way to watch matches in high quality, with extensive features - similar to what Amazon already offers for its other content.
Conclusion: from TV to streaming
Back in the days, television was essential for following live sports, but today there are many other ways to do so. Streaming services on laptops, phones, and tablets are changing viewing habits in the Netherlands - not just for series and movies, but for sports as well.
Amazon.com is a good example of a streaming service that wants to offer UCL matches to its members. They are already doing this in Germany, the UK, and Italy, and Dutch football fans may also be able to benefit in the future. However, there are currently no concrete plans for the Netherlands.
What does this mean for the future? While matches are currently available mainly through the standard subscription, multiple subscriptions or packages could become necessary in the future. These might take the form of bundles or partnerships, and there might even be a separate Amazon subscription specifically for sports.
For now, Dutch viewers still rely on the Ziggo Sport Totaal package. Nevertheless, watching the UCL via streaming services like Amazon appears to be the way forward.
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