Amazon has disclosed that its ad-supported tier of Prime Video now reaches 130 million monthly active users in the United States, marking a significant shift in the company’s streaming monetization strategy and signaling its growing footprint in the competitive ad-supported video market.
The milestone, revealed during Amazon’s NewFronts presentation in New York, positions Prime Video as one of the largest ad-supported streaming platforms in the U.S. The company introduced advertising to Prime Video in January 2024, with ads automatically included in standard Prime subscriptions unless users opted to pay an additional $2.99 per month for an ad-free experience.
Paul Kotas, Amazon’s SVP of Advertising, emphasized the scale and opportunity the platform now offers advertisers. “With 130 million U.S. customers in the ad tier, Prime Video is delivering not only massive reach but a deeply engaged audience,” Kotas said. He described Prime Video as “the new home for premium, ad-supported TV,” highlighting Amazon’s portfolio of original content, live sports, and licensed titles.
Amazon is leveraging its expansive data and ecommerce infrastructure to appeal to advertisers looking for targeted, measurable outcomes. Kotas noted that Amazon Ads is uniquely positioned due to its integration with the broader Amazon ecosystem, allowing marketers to connect brand exposure with actual purchasing behavior.
The 130 million figure includes viewers who access ad-supported Prime Video content through their standard Prime membership. Amazon has not broken out how many users have opted to pay for the ad-free tier, but the data indicates that the majority of U.S. Prime subscribers are engaging with the ad-supported version.
Prime Video's integration of advertising reflects a broader industry trend. Major streaming platforms including Netflix, Disney+, and Max have all introduced or expanded their ad-supported offerings as they seek sustainable revenue models beyond pure subscription growth. For Amazon, the move aligns with its larger advertising ambitions. In 2024, Amazon’s ad business generated $47 billion in revenue, making it the third-largest digital ad platform in the world behind Google and Meta.
In addition to its scripted originals, Amazon is investing heavily in live sports as a driver of viewership and advertiser interest. The platform holds exclusive streaming rights for the NFL’s “Thursday Night Football,” which has helped boost its primetime ratings and establish its ad-supported tier as a viable home for high-profile content.
As competition intensifies across both SVOD and AVOD sectors, Amazon’s scale, content investment, and advertising infrastructure may provide it with a significant edge. With the U.S. market nearing saturation in pure subscriber growth, Amazon’s ability to monetize its existing customer base through advertising—and do so at scale—could redefine the economics of streaming for years to come.
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