The news:** Amazon has quietly doubled the ad load on Prime Video, now serving 4 to 6 minutes of ads per hour鈥攗p from 2 to 3.5鈥攑lacing it alongside Hulu and Paramount+ in volume. This aligns with Amazon鈥檚 effort to scale its connected TV inventory and offers buyers greater reach.
Our take: The added ad time could shift Prime Video鈥檚 role in media planning, attracting performance-focused advertisers if CPMs soften, or reinforcing a premium stance if PMP rates hold. Weekly user engagement remains high, making the platform a reliable environment for consistent exposure. Amazon is quietly positioning Prime Video as a leading CTV ad player.
The news: Amazon鈥檚 Private Auction is quietly reshaping the CTV landscape by introducing more flexible buying on Prime Video. The format allows smaller advertisers and performance marketers to compete for inventory through open bidding, bypassing the need for costly guaranteed placements. As CPMs decline and the demand for agility rises, this move gives brands better control over pricing and access.
Our take: While big brands may still favor premium guarantees, Amazon鈥檚 shift reflects broader momentum toward programmatic efficiency. By inviting direct-response buyers into the Prime Video ecosystem, Amazon is not just monetizing scale鈥攊t鈥檚 redefining what CTV access looks like in 2025.
Prime Video offers show-level ad reporting: The move positions it as a testing ground for streaming鈥檚 evolution, where transparency matters as much as viewer data.
Amazon debuts three new CTV ad formats: The updates are part of Amazon鈥檚 Prime Video ads push and promise to help brands reach highly engaged audiences.
The news: Amazon is shutting down its standalone free ad-supported streaming television (FAST) platform Freevee in August. All Freevee content鈥攊ncluding original series and live TV鈥攚ill migrate to Prime Video.
Advertisers take heed: As streaming giants consolidate, ad buyers might see fewer platforms but more fragmented audiences. This centralization of inventory boosts scale but narrows options for niche targeting.
Our take: Amazon and its rivals are bundling content into fewer apps to boost ad revenue and reduce churn. But for advertisers, viewer behavior is splintering as audiences jump between services each month, chasing new shows, deals, and lower costs.
The news: YouTube Shorts now average 200 billion daily views, a 186% increase from 70 billion in 2024. The platform also sees 1 billion daily TV watch hours, leading Nielsen鈥檚 streaming rankings with 12.5% of total TV viewership, surpassing Netflix, Disney+, and Prime Video.
Our take: As audiences increasingly favor quick, viral videos, marketers have the opportunity to explore partnering with rising creators and scaling campaigns across mobile and CTV to maximize reach and impact.