Netflix Climbs 4%, Alphabet Ticks Up, Amazon Barely Budges as New Streaming Policy Alliance Launches
24/7 Wall St. reports that Netflix surged 4%, trimming its 14% year-to-date loss, after co-founding a coalition targeting the antitrust exemption that currently locks it out of live sports bidding. Amazon slipped 0.7% and Alphabet gained 3%, both lagging significantly behind Netflix since their cloud, retail, and search revenues vastly outweigh any potential upside from sports rights policies.
Market Movers
Editor: David Moadel
Date: September 14, 2026
Quick Read
- Netflix (NASDAQ:NFLX): Up 4% to $80.78, outperforming its sector benchmark.
- Amazon (NASDAQ:AMZN): Down 0.7%.
- Alphabet (NASDAQ:GOOGL) via YouTube: Up 3%.
The New Alliance
The Streaming Access and Choice Alliance includes Netflix as a founding corporate member, alongside Amazon and Alphabet’s YouTube. Led by TechNet, the alliance advocates for "technology-neutral policies that encourage innovation in entertainment." The group aims to influence regulatory changes regarding the Sports Broadcasting Act, which grants sports leagues an antitrust exemption for collective television rights sales.
Live Sports Rights
Live sports is a content category Netflix cannot simply outspend its way into due to the current antitrust exemption. Any loosening of this arrangement would expand Netflix’s bidding opportunities, making this coalition particularly significant for the streaming giant.
