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And Amazon Prime Video drops to last, an indication of possible challenges as the platform shifts to an ad-centric viewer experience. To view time spent by platform among users, click here. Snapchat and X are the only two platforms we forecast that will see negative growth in time spent among users this year.

Loyalty programs are back in the spotlight in Western Europe as consumers seek savings and brands look to boost revenues and gather first-party data.

鈥淎mazon is in such a unique position to give us an idea of broader consumer sentiment because of their scale and reach,鈥� our analyst Sarah Marzano said on an episode of the 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. This year, nearly three-quarters (72.7%) of all US households will be Prime members, according to our July 2024 forecast. 鈥淚f we examine the behaviors that emerge from Prime Day, we get a good sense of how consumers are feeling.鈥�

Like let's not forget, for instance, there are going to be ads on Prime Video pretty soon and in a lot of different markets. So there are changes coming and there are going to be a lot more surfaces where you can consider an Amazon advertising buy in that stands to benefit their bottom line. Marcus Johnson:. Let's close the lead by talking about their Prime membership program.

Like Prime Video is Prime. Is there a world where Walmart would want to own a streamer, a platform? Sky Canaves:. I'm not sure unless it's TikTok. That was something-. Sara Lebow:. Yeah. Sky Canaves:. They've looked at before and who knows what additional benefits they would want to offer there.

Amazon bets that Prime members will pay extra for free grocery delivery: The retailer is testing a grocery subscription add-on for $9.99 per month in its latest attempt to boost the appeal of its grocery business.

What do you get when you cross a $35 billion ad platform with a 160 million viewer streaming service? A snapshot of Amazon鈥檚 US retail media connected TV (CTV) potential. Luxury brand Movado is leveraging that potential to push video campaigns for Amazon Prime and Freevee viewers.

Amazon Prime will make up 53.1% of US paid retail membership fee revenues this year, according to our estimates.

Nearly half of US adults who have made a purchase via shoppable commerce have done so on social media, according to our February 2024 survey conducted by Bizrate Insights. But budding partnerships between brands and streamers may shift more commerce toward connected TV (CTV) platforms, especially around live events. For example, Paramount piloted a shoppable experience during the CMT Music Awards, NBCUniversal launched a new shoppable ad format ahead of this Summer鈥檚 Olympics, and Amazon added shoppable ads to its Amazon Prime platform.

Nearly 175 million adults in the US will use Amazon Prime this year, making up 65.9% of the US adult population, according to our forecast.

Amazon will offer grocery delivery to non-Prime members nationwide: The retail giant also plans to resume opening Amazon Fresh stores next year.

A year in, Buy with Prime is struggling to attract retailers: Opposition from Shopify and UX limitations are keeping merchants away, despite the opportunity to reach Amazon Prime users.

US grocery ecommerce sales will grow 17.4% in 2024 to total $219.04 billion, according to our forecast. Meanwhile, UK grocery ecommerce sales will grow only 5.1% to total $37.06 billion in 2024. 鈥淎t the end of the day, consumers in the US enjoy the conveniences of delivery, but they鈥檙e not necessarily willing to pay an exorbitant fee,鈥� said our analyst Blake Droesch, emphasizing the perceived value of Walmart+ and Amazon Prime memberships to these shoppers.

Amazon has Prime video and Amazon Music. Walmart has Paramount Plus, so I don't really see that they're going to stack up to be honest. Marcus Johnson:. Okay. Evelyn. Evelyn Mitchell-Wolf:. Yeah, I pretty much think the same thing.

From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.

Fresh off an FTC settlement, the platform now faces a data breach鈥攆ueling doubts about its security and jeopardizing its acquisition by Wonder Group.

We now expect retail media to account for a significantly larger share of CTV ad spending overall due to major new partnerships鈥攕uch as Roku and Walmart鈥檚鈥攁s well as Amazon Prime Video adding ads. US retail media ad spending will grow at a torrid pace. Retail media will be one of the largest, fastest-growing ad spending channels in the US through 2028.

We forecast that US adults will watch Prime Video for an average of 12 minutes per day in 2024, which is almost one-third the amount of time people will spend watching Netflix. These figures are averaged across viewers and nonviewers alike. Prime Video is set for big changes. In January, Amazon turned advertising on by default for Prime Video users.

Rogers Communications and Amazon have an existing relationship: Rogers sublicensed Monday night NHL games to Prime Video earlier this year in an agreement giving Amazon 26 games. The NHL is a valuable asset in Canada, much like the NFL in the US, accounting for 41 of the country鈥檚 top 50 broadcasts last year.

Amazon plans to increase ad loads on Prime Video, which currently includes just a few minutes of ads per hour. During its Q3 2024 earnings call, Warner Bros. Discovery indicated that Max鈥檚 light ad loads will likely increase as well. Meanwhile, fill rates have fallen. The share of FAST ad impressions that went unsold rose 18% YoY in Q1 2024, according to Wurl.

Viewership continues to shift away from linear TV to OTT sources like Netflix, YouTube, Amazon Prime Video, Roku, AppleTV+, Disney+, and Crave (owned by Bell Media). Many of these services offer ad-supported tiers for less expensive viewing. There will be 22.0 million adult CTV viewers in Canada this year, due to greater penetration of smart TVs. CTV is eating into traditional TV ad spending.