Ecommerce group’s ad-supported streaming service possesses the retail clout in an increasingly competitive market
Amazon’s Prime Video is undercutting rival Netflix on advertising pricing, as it battles for marketers’ attention in an increasingly crowded field of ad-funded streaming services. Amazon introduced advertising to its Prime Video platform five months ago and is going through its first “up front” — when television companies present their plans to advertisers to attract money over the next year. The Seattle-based company has joined a highly competitive market for ad-supported streaming services.
Baird analysts in May said they had seen “healthy demand from both traditional linear and streaming video advertisers” for the new Prime Video ad slots. This year was “the soft rollout of Prime streaming ads” with a “bigger step-up” expected in 2025, Baird said. Chief executive Andy Jassy has said he believes that Prime Video can be “a large and profitable business on its own”.
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