Amazon Advertising reaches 55MM+ monthly active viewers of ad-supported OTT content

February 04, 2021

Last year at this time, we announced that Amazon Advertising could reach 20MM+ monthly active viewers of ad-supported OTT (over-the-top) content.1 Today, we are excited to share that we now reach 55MM+ monthly viewers of OTT content, almost tripling our viewership in just one year.2

We believe that our focus on providing great customer experiences has been a big driver in this growth. When we create great customer experiences, we help our advertisers achieve better campaign results. With our viewers and advertisers in mind, here are a few ways we’re making Amazon OTT video advertising smarter, simpler, and more engaging.

Premium content that delights viewers

Amazon OTT video ads show up alongside content that viewers love. From binge-watchers, to livestreamers, to sports fans, to news buffs—we have content that keeps our audiences coming back for more.

1. IMDb TV: IMDb TV, Amazon’s ad-supported streaming service, enables customers to watch thousands of popular TV shows and top Hollywood hits for free. This past year the service added exclusive tentpole family and blockbuster movies, dozens of popular fan-favorite shows like Mad Men, Schitt’s Creek, Lost, and its first Original series, the spy thriller Alex Rider. Additional IMDb TV Originals to premiere throughout 2021 include the docu-series Top Class: The Life and Times of the Sierra Canyon Trailblazers, premiering February 26; Judge Sheindlin’s streaming debut in the Untitled Judge Judy Sheindlin Project; a reimagining of the crime drama Leverage; the true crime docuseries Moment of Truth; and the second season of Alex Rider.

2. Broadcast and network apps: Brands can show up across top-tier network and broadcaster apps—like Discovery, CW, CNNGo, and CBS—powered by Amazon Publisher Services, as well as our curated News app. These ad-supported apps can be accessed on Fire TV, which makes it easy for customers to discover what they want to watch.

3. Twitch: Twitch is an interactive livestreaming service for content spanning gaming, entertainment, sports, music, and more. At any given moment, on average, more than 2.5 million viewers are tuned in to chat, interact, and participate in their own entertainment.3 Viewers find their communities and passions on Twitch, form lasting bonds with creators, and deeply engage with content across the service.

4. Live sports: In 2020, we renewed and expanded our deal with the NFL for three years to continue livestreaming 11 Thursday Night Football games per season on Amazon Prime Video and Twitch and, for the first time ever, we broadcast one regular season game exclusively on Amazon Prime Video and Twitch. The matchup between the San Francisco 49ers and Arizona Cardinals on December 26 delivered an estimated 11.2 million total viewers and an estimated average minute audience of 4.8 million—the highest digital viewership ever for an NFL regular season game.4

Connections with a trusted audience

Not only do Amazon OTT video ads provide reach, but advertisers can also leverage billions of Amazon’s first-party insights to go beyond demographics and better understand their potential audience. With our lifestyle audiences, our advertisers can connect with viewers based on streaming activities and shopping signals across Amazon, including apps and devices. We’ve found that, on average, OTT video ad campaigns that leverage both demographic attributes and behavioral signals see a 38% increase in consideration, and using behavioral signals alone, on average, results in a 44% lift in consideration.5

Reimagined ad experiences

With access to premium content and insights that help advertisers effectively reach streaming audiences, it’s important that their creative is engaging, brings their brand story to life, and resonates with viewers. Amazon Advertising offers tools that advertisers can leverage to enhance their creative assets. This includes OTT Studio, which enables Amazon DSP advertisers to quickly and easily add Amazon shopping elements such as product details, star ratings, and Prime eligibility to customize their existing video creatives.

What’s next?

Reaching 55MM+ monthly viewers of OTT content is an exciting milestone, but our work doesn’t stop here. We will continue to focus on delivering the best content and viewing experiences to audiences while helping our advertisers engage with these viewers at scale.

Learn more about Amazon OTT video ads.

Sources

1,4-5 Amazon Internal, 2020
2 Amazon Internal, 2021
3 Twitch, 2021