*Amazon has revealed that its ad-supported Prime Video platform now reaches over 130 million monthly viewers in the U.S., marking a 15 million user increase since early 2024.
According to The Los Angeles Times, the company shared the news ahead of its advertising presentation at the annual industry event known as the “upfronts” in New York. “Our ad formats are proven to drive measurable action on and off Amazon,” said Alan Moss, vice president of global ads sales for Amazon Ads, in a statement.
After rolling out ads on its streaming platform last year, Amazon gave Prime subscribers the option to pay an extra $2.99 per month to keep their streaming experience ad-free. Despite the introduction of commercials, viewership has grown significantly.
Highlighting the unique integration of retail and entertainment, Amazon noted that 88% of Prime Video viewers in the U.S. also shop on Amazon, which the company says puts it in a “uniquely positioned” spot to connect content with commerce.
The streaming service features a broad range of programming, from hit shows like “The Boys,” “The Summer I Turned Pretty,” “Reacher,” and “The Lord of the Rings: The Rings of Power,” to reality series like “Making the Cut,” where viewers can purchase fashion items featured in the show directly from Amazon. Prime Video also announced it will continue to stream the Academy of Country Music Awards for the next three years.
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As part of its advertising strategy, Amazon is pushing forward with new technologies, including AI-generated ad messaging that recommends relevant ads during pause screens based on what the viewer is watching.
The announcement comes amid broader shifts in the streaming industry, where platforms like Netflix have also embraced ad-supported tiers in response to investor pressure to boost profitability.
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