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Google, for instance, recently added a YouTube app in Android Automotive, and Amazon Fire TV and Prime Video are available in some passenger seat screens. Car companies such as Tesla, BMW, and Lexus have also introduced games accessible in stationary cars. More sophisticated entertainment systems will allow individual control over content on screens. Car commerce starts to appear.

The CTV ad market is still adjusting to having Netflix and Disney+ in the space, but if other major providers like Amazon Prime Video and Apple TV+ launch ad tiers, buyers may get another dose of whiplash鈥攅specially if those major players come to market with inflated rates. On the flip side, incumbents including Warner Bros.

But that content is now more accessible on digital services than ever before, with OTT streaming services like Prime Video and vMVPDs like YouTube TV both offering NFL games, eating into pay TV鈥檚 market. There are also more channels through which pay TV customers can transition to digital services than in recent years.

Although not a partnership, 础尘补锄辞苍鈥檚 streaming platforms Prime Video and Freevee also offer the ecommerce giant a massive CTV ad opportunity. Breaking with tradition: Retail media CTV ads differ from traditional TV ads because they are 鈥渂oth for branding and performance,鈥� due to the targeting and measurement potential, Lipsman said. TV ads are historically for branding.

Amazon is considering an ad tier for Prime Video, which could lead to an explosion in CTV ad spend from brands looking to take advantage of 础尘补锄辞苍鈥檚 retail media data. Free ad-supported TV platforms like 础尘补锄辞苍鈥檚 Freevee are expanding in viewership and content. Listen to the full podcast. This was originally featured in the eMarketer Daily newsletter.

Both of those platforms now have ads, as do other large players like Amazon Prime Video, Max, and Disney+. 鈥淭hese platforms are intensifying the efforts to attract more users into their platform with their original content or exclusive content,鈥� said our forecasting analyst Jasmin Ellis. Netflix will have a particularly strong showing this year.

Amazon has an advantage in this area as the owner of its own Prime Video platform, but competitors shouldn鈥檛 shy away from seeking new partnerships with streamers. Listen to the full episode. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Amazon Prime Video bought rights to Thursday Night Football for $11 billion, and YouTube recently purchased the NFL Sunday Ticket for a reported $2 billion yearly. Elsewhere, Apple TV is making a bet on the long-term future of Major League Soccer in the US, having paid $2.5 billion in a decade-long attempt to propel the sport to the mainstream.

This year Prime Video will also host the first Black Friday NFL game, offering brands valuable鈥攅ven Super Bowl-esque鈥攁irtime. TikTok鈥檚 social commerce push: Gen Z鈥檚 favorite platform has started testing TikTok Shop with select US merchants. The company鈥檚 latest moves point to a focus on commerce, which will offset a lowered ad revenue outlook.

Meanwhile, Amazon, which continues to dominate ecommerce, is laying off about 30 employees in its Buy with Prime unit, and has also eliminated hundreds of roles at game streaming site Twitch, Prime Video, and MGM Studios, according to CNBC. The roughest month: Job cuts historically spike in January as retailers embark on structural changes for the new year.

With ads coming to Prime Video鈥攁 major driver of Prime subscriptions鈥攁nd other ad initiatives in place, Amazon is well positioned to solidify its place as one of the world鈥檚 leading digital advertising firms.

Amazon Prime Video viewership is gaining ground. The retailer has solidified its No. 2 position among US OTT video services, keeping a comfortable lead over Hulu and narrowing the gap with market leader Netflix. It has done this by increasing its content and licensing investments by 28% in 2022 and by using Prime Video as an aggregator for subscriptions to other services.

Most (64%) want free shipping, while only 12% value Prime Video access most. Prescription drugs didn鈥檛 make the list. Go deeper into the digital pharmacy market with our Digital Pharmacies 2022 report. This article originally appeared in Insider Intelligence's Digital Health Briefing鈥攁 daily recap of top stories reshaping the healthcare industry.

Big brands are crucial for its next phase of growth, which includes expanding CTV ad inventory for Prime Video and Freevee.

Amazon, however, has four times as many Prime Video viewers at nearly 160 million and still growing. Nearly half of Americans are Prime Video viewers. Netflix, for comparison, has 170. So Netflix, 170. Prime Video, 160. This is in the US, of course. And then 42 million for Apple TV+. That's higher than I would've guessed, Jeremy.

础尘补锄辞苍鈥檚 introduction of ads into Prime Video will also boost the entire retail media market, said Willens. But outside of Amazon, retail media looks a bit different. On Amazon, search spend is growing faster than display, but the two formats are growing at a more even clip on other platforms. Who else matters?

Ads are coming to Prime Video. Amazon announced it will run ads on the streaming platform starting in 2024. Unlike other streamers that have introduced ad tiers, Amazon already has a well-established ad network, meaning the new ad spots will probably fill up fast. Player: Samsung. Microsoft and Amazon aren鈥檛 the only players expanding CTV ads.

CTV is one area where Amazon in particular has immense retail media potential through Prime Video and Freevee. These ads are still considered retail media because brands leverage retail media networks鈥� partnerships and data to buy the ads, resulting in better targeting and measurement capabilities.

Teaming up with GroupM, Amazon is developing shoppable content for its free ad-supported streaming TV channel on Prime Video and Freevee. 鈥淓ven if [livestream shopping] doesn't work for Amazon, finding ways to incorporate buying in shows is smart for them,鈥� Lebow said. 6. Fenty.

Prime Video just announced shoppable, pause, and trivia ad formats, building off of the two new Thursday Night Football ad formats launched last year. Ahead of the Olympics, NBCUniversal is embracing shoppable TV. Vizio is launching an ad spot within its sports content hub. This was originally featured in the 蘑菇AV Daily newsletter.

础尘补锄辞苍鈥檚 Prime Video has Thursday Night Football. Peacock has Sunday Night Football. Apple TV+ has Major League Soccer. Advertisers that want to reach these league鈥檚 viewers need to buy spots from the platforms that carry their events. Netflix is innovating with its own events.

Plus, 础尘补锄辞苍鈥檚 streaming assets鈥攊ncluding Fire TV, Prime Video, and Freevee鈥攇ive it an edge to engage in other media and offer shoppable ads. 4. B2B ecommerce presents a massive opportunity. Amazon is also eyeing opportunities in B2B ecommerce, expanding Amazon Business into new markets in Europe and elsewhere.