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On 28 October 2026, Amazon announced a significant update to the Prime Video interface, specifically designed to enhance the viewing experience for live sports and linear television broadcasts. The update introduces a "Live Sports Hub" that consolidates real-time game statistics, betting odds, and social viewing features directly into the streaming player. This development aims to bridge the gap between traditional cable television and streaming by offering a more immersive, interactive environment for fans. By integrating live sports data overlays, Amazon is positioning its platform as a primary destination for major sporting events, moving beyond its existing library of on-demand movies and television series. The company stated that this feature rollout is part of a broader strategy to increase user engagement during live broadcasts, ensuring that viewers no longer need to rely on secondary devices to track scores or player performance. This update is currently being deployed to all Prime Video-enabled smart TVs and streaming devices globally, marking a major shift in how the platform handles live content delivery and audience interaction.