Prime Video, a one-stop entertainment destination for viewers and advertisers
22 May 2024
Amazon is ushering in a new age of entertainment that combines premium content and ad technology to create a unique, one-stop entertainment experience for customers. Thanks to holistic streaming offerings on Prime Video, audiences can discover new and favourite series, films and sports programming, and advertisers can reach those audiences in more ways.
Amazon is re-imagining the way viewers engage with stories they love, as well as how brands engage with customers.
With the launch of ads on Prime Video, advertising partners on Amazon have instantly gained access to more customers. Prime Video has an average monthly ad-supported reach of 200 million global customers,1 115 million of whom are in the U.S., making it the largest global premium ad-supported streaming service.2
Mike Hopkins, head of Prime Video and Amazon MGM Studios, talks about the breadth of content and ad opportunities at the Amazon Upfront.
“No other streaming service can reach the number of customers with premium entertainment that we can. And our audience is not just a number on a page,” said Mike Hopkins, senior vice president of Prime Video and Amazon MGM Studios, at the debut Amazon Upfront at Pier 36 in New York City. “We know them. And we want to help you get to know them, too. They’re highly engaged viewers who are passionate about the deep and broad selection of programming we deliver, including live sports, series and films.”
Expansive premium entertainment offers all in a single app
Over the past several years, Amazon has focused on building Prime Video into a premium entertainment destination that connects our customers with the programming they love.
Prime Video has built an expansive slate of original series and films through Amazon MGM Studios, and it has licensed highly sought-after series and movies, including new releases such as Oppenheimer, Challengers, American Fiction and the forthcoming Gladiator 2. The Prime Video entertainment portfolio also includes more than 500 Free Ad-Supported TV (FAST) Channels available to Prime and non-Prime customers, as well as the industry’s largest selection of partner streaming services with 135 of them in the U.S. alone, including Max, Paramount+ and Crunchyroll. Viewers can also access the largest selection of movies and TV shows to rent or buy. All of this is available to customers through one single app.
Jake Gyllenhaal will reprise his role as Dalton in a yet untitled sequel to Road House, which has attracted nearly 80 million worldwide viewers.
Prime Video doubles down on best-in-class programming for a global audience
Prime Video entertains audiences with Amazon MGM Studios’ original films and series across every genre, working with some of the biggest names in front of and behind the camera to bring fresh and creative storytelling to the screen. At the inaugural Amazon Upfront, it was announced that new series Fallout, based on the blockbuster video game, has reached a global audience of 80 million viewers since launching in April; nearly 80 million viewers globally have watched the action-packed film Road House on Prime Video since March, and in its first two weeks on Prime Video, The Idea of You hit nearly 50 million viewers worldwide, becoming Amazon MGM Studios’ No. 1 original romantic-comedy debut of all time.
Jennifer Salke, head of Amazon MGM Studios, speaks onstage at the Amazon Upfront at Pier 36 in New York City on 14 May.
Prime Video has also been the exclusive home of Thursday Night Football (TNF) for the past two seasons, and has delivered award-winning production and game-changing innovations on screen to tens of millions of viewers, week after week. The TNF audience, which is younger and more engaged than NFL audiences on linear TV, saw its viewership skyrocket 24% over the previous year.
The third season of TNF kicks off on 12 September with the Miami Dolphins hosting the Buffalo Bills. The upcoming TNF season will include its second Black Friday Football game, as well as the first NFL playoff game on Prime Video, an exclusive wild-card matchup in January.
Prime Video is also continuing its commitment to women’s sports, partnering with the National Women’s Soccer League and the WNBA. Sports fans can also watch Amazon original sports programs, like the Emmy Award–nominated Kelce, and upcoming documentaries on icons like Roger Federer and Dale Earnhardt.
Tennis champion Roger Federer discusses the forthcoming documentary Federer: Twelve Final Days, which premieres 20 June on Prime Video.
Amazon combines the huge reach and passionate fan base of live sports, with the intelligence of consumer insights and ad innovations – in a way that no linear broadcaster can.
“Amazon has always been a leader in connecting with customers. And now, we’ve taken a major leap forward by launching a premium entertainment offering with advertising on Prime Video,” Hopkins said. “It’s the beginning of a new chapter for the entertainment industry.”
1 Amazon internal data, WW, Apr 2024
2 Amazon internal data, US, Mar 2024