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With platforms like TikTok, Instagram, and Twitch at the center of this battle, influencer-driven content could be citical in winning over Gen Z voters in 2024.

This asset could help direct more creator content to properties like Prime Video, Twitch, and Amazon Live. Spotter鈥檚 creator portfolio reaches over 88 billion monthly watch-time minutes. Why it matters: Amazon is positioning itself as a major media player by blending ecommerce with digital engagement, building a distinct ecosystem that appeals to advertisers seeking dynamic, engaged audiences.

And the remainder is mostly made up of videos on news and sports websites, esports services like Twitch, YouTube alternatives like Vimeo, and adult content (pornography). Total time with digital video far exceeds TV time. TV may endure as the single largest category for a while longer, but all digital options combined far exceed TV鈥檚 reach.

Male Gen Zers were significantly more likely to name Twitch (31.5%) and YouTube (33.8%) as their go-to platforms for livestreaming than female Gen Zers. Meanwhile, 40.2% of female and only 12.6% of male Gen Zers said TikTok is their go-to app for livestreaming. Live shopping hasn鈥檛 taken off quite yet.

Amazon already had several video advertising revenue streams through Twitch, free ad-supported streamer Freevee, and the Fire operating system. But the injection of ads into Prime Video will help Amazon鈥檚 CTV ad revenues grow more than we previously expected.

These figures include all of Amazon鈥檚 video units鈥擯rime Video, Freevee, Twitch, and Fire TV鈥攂ut the spike will come mostly from the infusion of new inventory on Prime Video. To view the full forecast, click here. Cord-cutting is another big factor in CTV ad spending gains. In 2023, non-pay TV viewers (the sum of cord-cutters and cord-nevers) will surpass traditional TV viewers for the first time.

Twitch, Meta, and YouTube remain the big players. Despite concerted efforts to close the gap by Facebook and YouTube, Twitch remains the global leader in livestreamed GVC hours watched, according to a March 2023 report from StreamElements and data analytics platform Rainmaker.gg.

Amazon was reportedly seeking as much as $100 million in commitments from some advertisers, and offered to produce creative for brands that spent at least $15,000 on struggling video platform Twitch. Amazon鈥檚 competitive content offerings, large ad-supported audience, and TNF appear to be driving organic advertiser interest.

Our Amazon CTV forecast includes ads sold for Prime Video, Freevee, Fire TV, and Twitch that are viewed on TV sets. Because we do not break out Prime Video individually, Amazon is not included in the graphic above. Likewise, Roku is not in the graphic because we do not break out The Roku Channel in our forecast. The graphic also includes gross ad revenues for YouTube, rather than net ad revenues.

Strapped for cash due to ongoing litigation, the Trump campaign has opted to reach digital audiences by joining with popular YouTube and Twitch creators. Zoom out: The home stretch of the election (Election Day is in 42 days) will pump tens of millions more into digital ads as the two candidates seek an advantage in what polls suggest is an extremely close race.

Twitch is holding its own but faces pressure to compete with social video platforms. Amazon is a pioneer and leader in gamer streaming, as its Twitch unit continues to grow despite being a mature service. We expect US Twitch users to top 35 million this year, nearing 39 million in 2027.

Twitch shows pricing鈥檚 ripple effect. In June,Twitch announced it would raise the price for US subscriptions for the first time, charging $1 more monthly to access individual creators鈥� channels. The increase has revenue ramifications for the company and its creators, who receive a 50% to 70% share of subscription income.

The news: Amazon is set to make its upfront week debut on May 14, presenting its extensive streaming portfolio, including Prime Video, Prime Video Sports, Twitch, Amazon Freevee, and Amazon Music, to ad buyers.

This demographic鈥檚 shopping habits are still evolving and not as fixed as those of older consumers, and they have deeper familiarity with the livestream format for entertainment on platforms like YouTube and Twitch. With a large pool of creators joining TikTok Shop, a new wave of ecommerce livestreamers will capture Gen Z鈥檚 attention.

For example, invest in Twitch to reach Gen Zers interested in gaming or podcasts for those interested in politics. 鈥淏ecause Gen Z is so digitally savvy, there鈥檚 more value in these different microcommunities.鈥�. In addition, 鈥渄igital investments shouldn鈥檛 necessarily come at the expense of traditional marketing tactics, which can also be really effective,鈥� Droesch said.

This includes viewership metrics not only from Prime Video but also from Twitch and NFL Plus. According to Nielsen's 鈥減anel-only鈥� ratings, the game between the Philadelphia Eagles and the Minnesota Vikings drew an average of 15.1 million viewers across all digital and linear platforms, a jump of over 16% from last year's opener between the Kansas City Chiefs and the Los Angeles Chargers.

Amazon has also offered significant advertising credits to new advertisers on its other video platforms, like Twitch and Freevee, and could act similarly with Prime Video. Our take: Amazon鈥檚 competitive pricing, high-profile content, and large out-of-the-box audience could drive peers to lower their prices, leading to a much more accessible streaming advertising market.

Twitch, used to watch non-esports gaming content as well as non-gaming content, will boast 35.3 million users this year. And 62.2 million people will watch some kind of gaming video content, which includes non-live video as well. Spending on video games and related products fell in 2022 for the first time since 2019.

Nonetheless, advertisers should pay attention as intrinsic ads, which appear in games themselves, and programmatic ads increase and as e-sports and other forms of gaming video content take off on YouTube and Twitch. Use this chart:. Evaluate gaming ad spend. More like this:. Why advertisers need to keep up with consumer changes in streaming, social search, and gaming.

Ad revenues from Twitch, Freevee, Prime Video, and the Fire TV platform will total $4.72 billion this year, up 84.4% from 2023. That extreme spike mostly derives from Amazon switching all Prime Video users to ad-supported video-on-demand (AVOD) status in early 2024, but healthy OTT ad increases will continue beyond this year.