The announcement follows Netflix’s introduction of a new audience metric last week, reporting more than 190 million active monthly ad-supported viewers.
Credit: Diego Thomazini / Shutterstock
Prime Video now reaches an average of more than 315 million ad-supported viewers each month globally, according to figures released by Amazon.
The streaming giant introduced advertising in the UK in February 2024 and first reported audience data in April of that year, when its monthly ad-supported reach stood at 200 million.
Credit: Diego Thomazini / Shutterstock
Prime Video now reaches an average of more than 315 million ad-supported viewers each month globally, according to figures released by Amazon.
The streaming giant introduced advertising in the UK in February 2024 and first reported audience data in April of that year, when its monthly ad-supported reach stood at 200 million.
Amazon says the 315 million figure represents an unduplicated average monthly active ad-supported audience across Originals, licensed series and films, live sports, events and free ad-supported live channels on Prime Video.
The estimate is based on internal data collected over 12 months from September 2024 to August 2025, with some variations depending on launch dates.
Over the past 18 months, Prime Video has rolled out advertising in 16 markets, including Australia, Austria, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, the Netherlands, New Zealand, Spain, Sweden, the UK and the US.What Amazon’s 14,000 layoffs reveal about AI’s grip on marketing
Prime Video Advertising’s vice president Jeremy Helfand describes this number as a “transformative milestone” for the streamer.
“This expanded audience across 16 countries demonstrates our customer-obsessed approach to enhancing the viewing experience while delivering powerful opportunities for brands,” he says.
The announcement follows Netflix’s introduction of a new audience metric last week, reporting more than 190 million monthly active viewers (MAV) globally for its ad tier.
Netflix defines MAV as members who have watched at least one minute of ads in a month, multiplied by the estimated average number of people per household.
Netflix said it hopes the MAV metric will become an industry-wide standard, noting that streaming platforms currently lack a universal measure for ad reach.Netflix hits 190 million monthly ad viewers according to new metric
Separately, Amazon today (11 November) announced the international expansion of its AI-powered video generator tool to advertisers in the UK.
The tool lets advertisers create “high-motion” videos from product images, existing videos or Amazon product detail pages.
For example, a brand could create a video of a watch on someone’s wrist or a toy being actively played with by uploading an image of the product.
In the US, where the feature launched in June, Amazon says more than 60% of products promoted with the video generator had never been advertised on the sponsored video page before.
In the third quarter, total ad revenue across all of Amazon jumped 24% year-on-year, reaching $17.7bn, outpacing other tech giants, including Meta, Google and YouTube.