SINCLAIR INC's (SBGI) subscription television network, Tennis Channel, is actively expanding its footprint in the online TV market. The channel has officially launched on Amazon.com's (AMZN) Prime Video Channel Store, marking the first step in its expansion strategy, with plans to also become available on Roku's subscription service and other distribution platforms. The streaming service is priced at $11.99 per month and will begin live coverage of the BNP Paribas Open starting March 4. Meanwhile, its namesake cable channel has already been included in sports packages offered by DirecTV, FuboTV, and Comcast. Amazon’s Channel Store has previously served as a key growth platform for niche streaming services such as Starz. Since the pandemic spurred interest in outdoor sports, tennis participation has continued to rise. According to the United States Tennis Association, the number of tennis participants in the U.S. surpassed 27 million in 2025, a 54% increase from 2019. Attendance at major tournaments, including the Grand Slams and Masters events, has repeatedly reached new highs. Tennis Channel CEO Jeff Blackburn is focused on converting this surge in tennis enthusiasm into subscriber growth. Amid the ongoing decline of traditional cable television, the channel is one of the few networks that continues to gain viewers. Blackburn stated in an interview, “Every platform is bundling content, and Tennis Channel is an ideal addition.” Although traditional TV still accounts for as much as 80% of the company’s viewership, future growth efforts will center on digital platforms, including paid streaming, free streaming channels, and social media content. The CEO, who previously served as a senior aide to Jeff Bezos, revealed that significant resources are being allocated to upgrade technical systems, improve product experience, and enrich programming.
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