Amazon Prime video advertising will grow in 2025

At the beginning of the year, Amazon’s Prime Video caused a stir in the advertising world.

The streaming giant flipped a metaphorical switch and turned on advertising for all of its Prime Video users. Prime subscribers could pay a few dollars more per month to avoid ads, but by all accounts very few did.

The move immediately made Prime the largest ad-supported subscription streaming service in the world, and the company took full advantage of the move, securing more than $1.8 billion in upfront commitments this year, according to The Information.

Now Amazon is in prime position (pun intended) to continue this growth through 2025 as a number of strategic moves appear to be converging.

Initially, Prime Video is expected to add more inventory to the service, but exactly how that will look remains unclear. It could mean there are more advertising spaces, or it could mean more types of marketing opportunities as formats such as Break Break and various forms of sponsorship continue to grow.

An Amazon advertising executive, Kelly Day, told the FT that Prime Video’s ad load will “increase a bit” in 2025, although the company is expected to keep its overall ad load quite low.

An Amazon spokesperson tells us The Hollywood Reporter that “we have not changed our plans to run significantly less advertising than linear TV and other streaming TV providers and are evaluating advertising volumes to ensure we provide a great experience for our customers.”

Regardless, any attempt by Amazon to expand its advertising business is sure to give its competition heartburn as viewers flock to shows like Amazon Stand out and sports like the NFL.

When the company launched ads on Prime Video earlier this year, the streaming video ad market was flooded with inventory, and two top ad salespeople at rival streaming services said they felt the pinch of missing internal targets despite their revenue from streaming ads increased healthily compared to the previous year.

A repeat in 2025 could raise similar problems.

This is especially true given Prime Video’s strength not only in reach but also in live sports. Thursday Night football According to Nielsen, an average of almost 15 million viewers per game is 25 percent higher than last year’s figures.

Any questions about Prime Video’s ability to attract a mass audience are put to rest with these numbers. According to Amazon, more than 50 new brands have signed up as sponsors TNF This season, Verizon, Subway, State Farm, AllState and JCPenney return as presenting sponsors for pre- and post-game coverage, halftime and other programs.

The company also introduced shoppable and interactive ads for games, expanded its strategic priorities and leveraged Amazon’s strength in retail.

“Live sports content continues to expand scale, and at Amazon we are creating meaningful opportunities for brands by combining customer reach with our first-party insights and innovative advertising technology,” said Danielle Carney, head of live sports and video sales at Amazon Ads , related to The TNF start. “We offer full funnel features that work for all advertisers, not just brands selling on Amazon.”

And next year, Prime Video will add the NBA, dramatically expanding its sports content and offering a range of advertising opportunities to sponsors looking for a bigger piece of the sports pie.

Certainly advertising has become big business for Amazon as a whole. Second-quarter advertising revenue was reported at $12.7 billion, up 20 percent year over year.

The majority of this still comes from the retail business, but Prime Video is expected to be a growth driver, with sports, new entertainment programming, new advertising formats and possibly increased advertising load serving as catalysts next year.