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These include local/regional services (including CraveTV, CBC Gem, and Ici Tou.tv Extra) as well as Netflix, fuboTV, Prime Video, Vimeo, iTunes, and Google Play. Since 2019, VOD penetration in Canada has jumped by more than 15 percentage points. Unlike other metrics, demographic splits didn鈥檛 show large discrepancies in adoption rates of VOD.

CTV is growing within retail media as more inventory becomes available via industry moves like Amazon Prime Video ads or Walmart鈥檚 acquisition of Vizio. The growth is also confirmation of an ongoing trend: Retail media advertising has moved up the funnel, evolving past performance marketing into brand marketing with elite targeting capabilities. CTV audiences rival retailer traffic.

The acquisition allows Walmart to build an in-house advertising and media platform, similar to Amazon鈥檚 Fire TV and Prime Video ad strategy.

Amazon鈥檚 telehealth service offers upfront pricing for Prime members: This puts it in direct competition with companies like Hims & Hers and Ro. Here鈥檚 why they should be worried.

We project solid gains for Amazon Prime Video this year and the next, thanks to its new NBA deal, and Reddit is also still seizing time. Peacock boomed last year thanks to the Olympics, but that unsustainable increase will result in a slight decline this year, despite Peacock鈥檚 own NBA acquisition. Social network users have maxed out, and a pullback is imminent.

An example of the latter is Amazon Prime Video targeting using shopping history on the ecommerce platform. Additionally, retailers are opening their media networks to non-endemic buyers (brands that don鈥檛 usually sell through the retailer property but offer related products that appeal to certain user behaviors). In-store ad inventory also represents a growing opportunity.

But it seems like something along those lines might already be happening with Prime Video, because they have definitely become a big hub for all of these different streaming services. I think the most recent one to join in or launch a tile on Prime Video is Apple TV.

The news: Rewards app Fetch and measurement platform Kochava teamed up to offer loyalty rewards to streaming users, per Marketing Brew. Loyalty+ users can earn points from streaming movies or series, watching specific episodes, or downloading streaming apps. Video on demand (SVOD) services can offer incentives based on their chosen KPIs. Our take: Little treats from big streamers can add up and boost loyalty, provided the incentives are worthwhile and requirements aren鈥檛 burdensome. Watching TV for several hours for a fraction of a Starbucks drink, for example, won鈥檛 likely improve platform stickiness.

That could benefit larger players like Netflix and Amazon Prime Video, which offer more flexible, cost-effective alternatives to traditional cable and stand to gain from the continued migration away from linear (a trend likely to accelerate in the current macroeconomic climate).

Mercado Libre鈥檚 rollout of video ads on Mercado Play and Amazon鈥檚 ad-supported Prime Video launch in Mexico and Brazil reflect a broader shift underway: Retail media is increasingly becoming a full-funnel marketing channel that supports both performance and branding objectives.

While Apple TV+鈥檚 viewer base is steadily increasing, it is still significantly behind competitors like Netflix and Amazon Prime Video for subscription OTT video viewers, per our 2025 forecast. The MLB might prefer platforms with a higher subscription base and more revenue鈥攑erhaps the likes of Netflix, Hulu, and Disney+, which generate the most OTT subscription revenues.

But now we're also seeing them strike deals with premium streaming services like Netflix or Amazon Prime Video, and it's going to be very, very hard for these top name creators to resist those kinds of deals.

Within a few years, Netflix and Amazon Prime Video will likely be the leaders in sub OTT ad revenues.

46.6% of US internet users are also Amazon Prime members, nearly two times as many as Costco (25.1%), the No. 2 biggest retail membership , according to data from Comscore.

The rest of the year is top-of-mind for leaders in marketing and retail, which they expect to be challenging but riddled with opportunities to stand out from competition.

Over the years, Amazon has piled on perks and benefits including ad-free listening with Amazon Music, access to a vast collection of programming and live sports on Prime Video, and unlimited photo storage with Amazon Photos.

It offers ad-free listening for about 100 million songs and millions of podcast episodes with Amazon Music, access to a vast collection of programming and live sports on Prime Video, and unlimited photo storage with Amazon Photos.

Amazon Prime Video reshapes ad-supported streaming landscape, fuels 20% ad growth in Q2. Prime Video gives Amazon continued momentum in advertising as high-profile sports deals bring opportunities to go after big-brand ad dollars.

The show鈥檚 success could attract other top talent from YouTube and other platforms to Prime Video, and its similarity to Netflix鈥檚 鈥淪quid Game鈥� shows that one streamer鈥檚 success can be duplicated by others. The success of 鈥淏east Games鈥� comes despite a storm of controversy around the production and Donaldson.

Prime Video programming like 鈥淩ed One,鈥� 鈥淏east Games,鈥� and 鈥淭hursday Night Football鈥� are shattering streaming records, providing a lucrative advertising revenue source. Our take: While Amazon isn鈥檛 the first retailer to issue cautious guidance, it鈥檚 certainly the most significant.

The exception is Amazon鈥檚 Freevee, which is used by 11% (though this service is being merged with Prime Video). Consumers currently see FAST as a niche fallback option, with a huge surge in uptake unlikely. Predictions. Broadband distribution of broadcast content will accelerate. Freely is available only on a limited number of TV sets.

It also opens the door to opportunities off social media, as shown by the popularity of 鈥淏east Games,鈥� the reality competition show starring YouTuber MrBeast, which launched on Amazon Prime Video last December.

To compete with Amazon鈥檚 Prime Video, Walmart+ forged an early partnership with Paramount+. The company has since expanded to include special perks and discounts from Burger King, veterinary service Pawp, and rotating limited-time offers. This sparked the trend of strategic partnerships, with paid memberships adding access to ancillary services.

A new four-day format for Amazon鈥檚 tentpole event will shake up the playing field.