MIAMI —John Wall traded in his sneakers for a studio desk in a career move that reflects how the NBA, streaming platforms and Latino audiences are all entering a new play‑book. In August 2025, Prime Video announced John Wall will join its "NBA on Prime" studio team and he traveled to Telemundo Center in Miami to connect the community.
The effort is part of how Prime Video is staking ground in live sports in a big way. With the NBA's move into long‑term streaming deals, the platform is acquiring rights, building a studio infrastructure, mobile production units and global distribution in multiple languages. This sets the stage for reaching diverse audiences, including the fast‑growing Latino viewer base.
Why Latinos Matter to the NBA
Latino fans aren't just an add‑on for the NBA, they are central to the league's growth. A survey by AVANCE and Morning Consult found Hispanic NBA fans are younger (26 % Gen Z, 42 % Millennials) and more likely to attend games than non‑Hispanic fans (18 % vs. 13 %). Another key figure: about 64% of Hispanics say they follow the NBA, making up roughly 13% of the total NBA fan base. Sportcal Media‑analysis reports add that U.S. Latinos represented 19.7% of the population (63 million people) and over $3.6 trillion in buying power.
For Prime Video and the NBA, John Wall and the connection with Telemundo becomes a bridge, someone with NBA street cred and appeal to a diverse audience.
"This change is not just a career move; it's a chance to stay close to the game I love and share the insights I've gained," he said during his Miami visit. For Latino viewers who grew up watching icons and now stream the league, his presence adds an extra layer of familiarity.
Streaming is especially relevant for Latino audiences: the AVANCE report found 59 % of Hispanic sports fans use streaming services vs. 48% of non‑Hispanics. And they're engaging on mobile: 62% of Hispanic fans watch sports on smartphones rather than traditional TV. With Prime Video producing in multiple languages and formats, including global distribution, the match‑up is clear.
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