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It's going to impact other places that they monetize like Twitch. But I think that that could be a potential disruption in terms of their ability to maintain continuity with some of the things that they've been building there. But a lot of it really is built. They're just essentially pulling back on future growth here. Marcus Johnson:. Right. And so, I mean, you noted that their businesses are linked.

Our senior director of briefings, Jeremy Goldman notes that this includes viewership metrics, not only from Prime Video, but also from Twitch and NFL plus. He explains that according to Nielsen's panel only ratings, the game between the Philadelphia Eagles and the Minnesota Vikings drew an average of just over 15 million viewers across all digital and linear platforms.

You can watch streamers on Twitch. You can actually play games for yourself. I mean, one of the things that helped eSports during the pandemic years in particular was there was supply chain issues and people actually couldn't get video game systems that they were trying to get. There are all of these things that are going to be challenges to eSports to grow.

People have been doing weird stuff on streams, on Twitch and YouTube for a while.

Well, it makes sense that they'd have a lower price than Netflix because even though it's the first time Prime Video's having ads for a lot of this content, Amazon isn't building an ad business from scratch, so they're just extending what they're already doing and we expect it to add a few billion dollars a year to the U.S. market beyond what they're already doing with Freevee, Fire TV and Twitch.

Amazon-owned Twitch will also cut 20% of their staff. That's 400 people. Oscar, I'll come to you first. What's your take on this recent news from Amazon that they're laying off more folks and is this sign of a broader problem? Big, medium or little deal here? Oscar Orozco:. So there's absolutely no doubt that this is a sign of something larger.

And I think it actually is going to move the needle on consumer adoption of shoppable advertising because Amazon has a shoppable video ad product that advertisers can already use on Freevee and Twitch and some of other associate publisher platforms, but what the introduction of ads to Prime Video is going to do is going to reach this massive audience of, I think it's 160-something million US Prime subscribers