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For its part, Prime Video鈥攏ot featured in the chart above鈥攊ncludes just a few minutes of ads per hour, but plans to increase ad loads, while Warner Bros. Discovery hinted that Max鈥檚 ad loads will increase as well. Until then, Hulu has the highest ad load for premium pay services鈥攂ut offers the lowest CPMs.

Amazon launched shoppable ad formats on Prime Video in May, but Thanksgiving weekend offered brands a unique opportunity to try them in a discount environment that could make consumers more willing to purchase. Our take: Amazon has key advantages over other streaming services and CTV platforms when it comes to shoppable ads.

Advertisers and tech vendors look to capitalize on CTV鈥檚 growing importance in digital advertising.

When it comes to retail memberships, Amazon is the leader, boasting 97.2 million household Amazon Prime members across the US, nearly three-quarters of the country鈥檚 total households, per our forecast. Taking a page from Amazon鈥檚 playbook, retailers like Walmart, Best Buy, and Target are using their own members-only sales events to build out their retail memberships.

鈥淵ou went from very little advertising in Amazon Prime Video to almost anyone now receiving midroll and preroll ads in their videos,鈥� said our analyst Ross Benes in a recent webinar. "That has put downward pressure on the rest of the market.".

Our take: Prime Video is a chance for Amazon to kill two birds with one stone. By offering credits and bearing the cost of ad production, it can introduce existing, smaller advertisers to a new spending channel. On the other hand, advertisers who work with Amazon for the first time via Prime Video will be introduced to its broader ecosystem, where they could spend more in the future.

Amazon will also introduce new deals during its first-ever Black Friday NFL game on Prime Video on November 24. Who鈥檚 got the membership advantage? Walmart is leaning harder into its membership perks for its holiday sales, which could give it an advantage over Amazon in terms of new sign-ups. Plus, Prime membership is pretty saturated, so there鈥檚 less room for it to grow.

The company took a $9.1 billion writedown on cable networks in August after losing critical NBA rights to Amazon Prime Video.

Target looks to a paid membership program to fuel growth: The Amazon Prime-like program could incorporate Shipt, the company鈥檚 $99 annual delivery service.

Our forecast for time spent with media has held relatively steady throughout 2024, but several important milestones are on the horizon.

US paid retail membership fee revenues will be higher than ever before in 2025, reaching $46.39 billion, according to our May 2024 forecast. That鈥檚 an increase of 10.8% YoY, with over half (51.8%) of these revenues going to Amazon.

Mexico is Latin America's second-largest ad market by total spending but has the highest digital ad penetration in the region. Here, we explore the country's consumer behaviors and opportunities for advertisers.鈥�

With the anticipated growth of Prime Day sales, retail media spending will balloon as Amazon retailers invest in marketplace ads to capture more attention during the event.

After Amazon Prime Video introduced its ad plan in January, Apple TV+ became the biggest advertising holdout among streamers. Advertising holdouts have gradually accepted commercial breaks in their programming. Netflix will generate 53.6% more ad revenues per ad-supported viewer than Hulu in 2024, per our new forecast.

Amazon Prime Day is off to a good start: Average order size so far is up over 7.7% compared with 2022; we expect total sales to top $8 billion.

More than 181 million people in the US will be Amazon Prime members this year, representing nearly 7 in 10 (73.7%) US internet users, according to our July 2024 forecast. Many of them turn to influencers before checking out; others can be won over by better discounts from competitor retailers; while some favor Amazon for fashion over groceries.

Why it matters: Rather than pursuing pure box office dominance, streamers like Amazon Prime Video and Netflix are using theatrical releases to build awareness for their streaming services. This approach makes sense given consumer preferences: 72% of streaming subscribers prioritize content quality when choosing a service, followed by price (63%) and content volume (48%).

Amazon鈥檚 latest test could transform how shoppers engage with the ecommerce platform: The retailer鈥檚 mobile search results will feature links to products not available on its site.

Peacock and Max trail subscription video-on-demand (SVOD) leaders Netflix, Disney+, and Amazon Prime Video, and bundling allows them to add more value for financially prudent consumers.

Total upfront ad spending will grow this year, even though upfront TV commitments will decline.