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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.

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.

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.

Most crucially, Amazon Prime Video reported it will introduce ads in 2024, Walmart and NBCU announced a partnership, Roku inked a deal with Best Buy, and Kroger linked up with Disney. CTV ad spending will be nearly twice what we expected for 2025.

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.

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.

The integration is a win for PayPal after Amazon stopped accepting Venmo on its ecommerce site

Amazon debuted a 24/7 shoppable programming through Amazon Live, a free ad-supported TV channel on Prime Video and Freevee. Viewers are able to shop in real time from shows led by brands such as Tastemade and The Bump, as well as stars from 鈥淰anderpump Rules鈥� and 鈥淭he Real Housewives of Atlanta鈥� through an app, streamlining the discovery-to-checkout journey.

The recent rollout of Prime Video ads isn鈥檛 the only contributor to rising competition in connected TV (CTV) advertising鈥攐ther subscription over-the-top (OTT) players are stealing market share. US adults will spend 4.1% less time on Netflix in 2025 than they did in 2021, but they鈥檒l increase time spent by 4.2% with other subscription OTT services, according to our forecast.

It also shows that streamers see 础尘补锄辞苍鈥檚 Prime Video and its new ads as a threat. 鈥淐ompetitors are becoming collaborators,鈥� in order to get leverage over Amazon and its sports content, Zucker said. 5. There鈥檚 no 鈥榥ew normal鈥� for advertising. Don鈥檛 get too comfortable thinking things have returned to normal following years of pandemic disruption, Kohl warned.

Ad-supported tiers have entered the scene on Netflix, Disney+, Max, and, most recently, Amazon Prime Video. On platforms where growth is slowing due to high user penetration, password-sharing crackdowns combined with lower-priced ad-tier offerings can boost subscriber numbers, a strategy that鈥檚 been successful for Netflix. And platforms have much to gain with more eyes watching ads.

Amazon will benefit from a new kind of growth model in 2024, thanks to its ad-supported video-on-demand initiative with Prime Video. By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets.

And in terms of CTV, that slice is just going to keep growing, and I think when we do this next year, it'll probably be a bigger part of the pie and it's going to lean more toward the Prime Video side because of rolling out ads across all of that platform, not just the NFL ads they've sold.

The most popular individual media service in the US, Netflix, has a limited ad inventory, and several other major time-takers, like Spotify, Disney+, and Amazon Prime Video, are also semi-closed systems.

They've introduced prime video advertising, so all three of 'em are really having strong years. Now the one that's I'd say the most surprising is Google's because Google has, there's been a lot of discussion on the impact of generative AI on search that hasn't appeared yet. It hasn't really hit Google's bottom line in any way yet.

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.