Amazon Prime enters live streaming of sports in India-It’s huge


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For most marketing mavens, the way to India’s heart is through cricket. Amazon Prime Video is the latest one to take that route. The streaming platform has announced its first foray into live sports in India, with the acquisition of India territory rights for New Zealand Cricket through the 2025-26 season. 

The deal has the potential to cause a major stir in the Indian sports telecast ecosystem which is currently dominated by the Disney-owned Star Network, and Sony.

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