Netflix, Amazon, and YouTube Form Alliance in Washington

Netflix, Amazon, and YouTube announced the formation of the Streaming Access and Choice Alliance (SACA) on September 14, 2026, a lobbying organization based in Washington, D.C. The three streaming giants, who otherwise compete directly in the market, have thus formed a common front against federal agencies and lawmakers.

The alliance is led by TechNet, a technology industry trade group with 106 member companies. Mike Ward, Senior Vice President for Federal Policy and Government Relations at TechNet, heads the lobbying efforts. Ward stated that Americans want more choice and flexibility in how and where they watch their favorite content, including sports and other live events.

Political Pressure on the Streaming Industry Grows

The formation of SACA came against the backdrop of significant political criticism of the streaming industry. Politicians from both parties in the U.S. are targeting the rising costs and increasing complexity of accessing sports content. Senator Tammy Baldwin (Democrat, Wisconsin) introduced legislation in 2026 aimed at preventing blackouts of professional sports games, ending the complex web of streaming services, and lowering costs for viewers.

Baldwin's bill would require sports leagues to provide local fans access to all games of their teams in one location—either on television or through streaming—and for free. According to Baldwin's calculations, sports fans in Wisconsin currently must subscribe to multiple paid services to follow all their teams' games.

The Department of Justice and the Federal Communications Commission (FCC) also opened an investigation into the Sports Broadcasting Act of 1961. They are examining whether the antitrust exemption in the law, which allows leagues to bundle and sell TV rights, should be revised. FCC Chairman Brendan Carr raised the question of whether this exemption has led to too many sports rights going to paid streaming services.

What the Alliance Demands

The SACA outlines several policy objectives on its website. The alliance advocates for technology-neutral regulations that foster innovation in entertainment and enable streaming services to invest in a broad spectrum of programming, including live sports. The organization calls for forward-looking regulations that promote competition and consumer value.

The lobbying group argues that technology-neutral frameworks are necessary so that competition, viewing habits, and innovation can determine access. Additionally, sports leagues and rights holders should remain free to enter into distribution agreements. The strategic intent behind the alliance is to ensure that future federal oversight does not impose regulations from the era of traditional broadcasting or restrict platforms' ability to secure exclusive streaming rights.

Figures on Streaming Service Penetration

The SACA presents statistical data on its website to support its position. According to the data, 99 percent of U.S. households have at least one streaming service, and the average American uses three streaming services. More than 90 percent of households have broadband access, while only 36 percent still pay for cable or satellite television. Only 15 percent of households rely exclusively on a digital antenna for television reception.

The alliance also notes that sports content on major global subscription streaming services has grown by 52 percent since January 2024. The SACA lists five sources for these figures on its website but does not name them there.

Analysis for Investors

The formation of the alliance shows that the three companies view regulatory intervention as a serious threat to their business model. Exclusive sports rights are considered an important competitive factor in the streaming market, as live sports are among the few types of content that viewers follow in real time and for which they are willing to take out additional subscriptions.

For Netflix, Amazon, and Google subsidiary YouTube, the lobbying work in Washington raises the question of whether they can continue to compete freely for exclusive broadcast rights or whether future regulations will weaken their negotiating position with sports leagues. The unusual cooperation between the otherwise rival platforms underscores the importance all three companies place on this political dispute.