Amazon says its ad-supported streaming platform, Prime Video with ads, now reaches more than 315 million monthly viewers globally. That's an increase of 115 million viewers since April 2024, when it had 200 million monthly users. The company shared the figures at its unBoxed 2025 advertising conference, where it rolled out new ad updates, including an all-in-one Campaign Manager and location-based interactive video ads.

According to Amazon, the data comes from internal sources collected between September 2024 and August 2025. It reflects the average monthly reach of unique viewers watching ad-supported content, including movies, series, live sports, and free channels. Danielle Carney, Head of Live Sports and Video Sales at Amazon Ads, said that the U.S. alone accounts for over 130 million of those monthly viewers, making it the platform’s largest market.

Live sports drive audience growth

One of the biggest drivers of this growth has been live sports, which continue to attract large and consistent audiences, according to the company. For the first time, the NBA season is streaming on Prime Video. The platform’s lineup now includes exclusive coverage of major sports leagues such as the NFL, WNBA, and NASCAR.

Live sports continue to be a strong draw for brands seeking to reach engaged audiences in a fragmented streaming market. Prime Video’s growing sports coverage could translate into new premium ad inventory for advertisers.

Jeremy Helfand, Vice President of Prime Video Advertising, said that reaching more than 315 million viewers “marks a transformative milestone” and demonstrates Amazon’s commitment to combining entertainment with ad opportunities for brands.

Competing for ad budgets in the streaming market

Amazon introduced ads to Prime Video in early 2024, initially in the U.S., and has since expanded to 15 additional countries, including the UK, France, Germany, Japan, and India. This ad expansion comes as more platforms turn to ad-supported streaming to attract new revenue, especially as traditional linear TV budgets continue to decline. The company aims to offer a new home for brand dollars seeking both reach and performance data.

However, it faces competitors with other ad-supported services. Netflix recently disclosed that its ad tier has 190 million monthly active viewers across 12 markets. Disney+ has also expanded ad-supported offerings, targeting markets in the U.S., Europe, and Latin America. In January, the platform reported 175 million monthly active users globally on its ad tier.

 Hulu, owned by Disney, has long maintained an ad-supported subscription model in the U.S., with roughly 48 million viewers. Roku, YouTube, Peacock, and Paramount+ are also competing for ad dollars in the streaming and connected TV space, offering brands different ways to reach viewers.

Prime Video’s strong data signals Amazon’s push to monetize and offers marketers more options outside its competitors. The platform already enables features like “add to Amazon cart,” allowing viewers to place a product from an ad directly into their shopping cart while watching. The company plans to include pause ads, which display a message when content is paused, in the fourth quarter.

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