Amazon has announced that Prime Video now boasts a staggering 315 million monthly viewers worldwide who are engaged with its ad-supported content. This figure represents a significant increase from the 200 million viewers reported in April 2024, according to the company’s internal statistics.
In the United States alone, over 130 million viewers tune in each month, making it the platform’s largest market. The rise in viewership has been largely attributed to the increasing popularity of live sports coverage available on Prime Video.
At the recent unBoxed 2025 advertising conference, Amazon revealed that its ad-supported streaming service, Prime Video with ads, has expanded its reach to 16 countries worldwide. The company outlined its growth strategies, including the introduction of new advertising features such as a comprehensive Campaign Manager and interactive video ads based on viewer locations.
The latest data, gathered internally from September 2024 to August 2025, reflects the average monthly reach of unique individuals engaging with ad-supported offerings, including movies, series, live sports, and free channels.
Danielle Carney, Head of Live Sports and Video Sales at Amazon Ads, highlighted that the U.S. accounts for a significant share, with approximately 130 million viewers.
A key driver behind this impressive growth is the expanding lineup of live sports programming. For the first time, viewers can stream the NBA season on Prime Video, which now features exclusive coverage of several major sports leagues, including the NFL, WNBA, and NASCAR. This focus on live sports appeals to brands wishing to connect with engaged viewers in the increasingly fragmented streaming landscape.
Jeremy Helfand, Vice President of Prime Video Advertising, remarked that surpassing 315 million viewers is a critical milestone and signifies Amazon’s ongoing efforts to merge entertainment with valuable ad opportunities for brands.
Since introducing ads to Prime Video in early 2024, initially in the U.S., Amazon has expanded its service to 15 additional markets, including the UK, France, Germany, Japan, and India. This strategic move comes as numerous platforms explore ad-supported streaming options to generate new revenue, especially amid declining budgets for traditional linear TV.
Despite Amazon’s growth, it faces fierce competition. Netflix has recently reported 190 million monthly active viewers for its ad tier across 12 markets, while Disney+ has also ramped up its ad-supported offerings, boasting 175 million active users globally. Other platforms like Hulu, Roku, YouTube, Peacock, and Paramount+ are also vying for advertising dollars in the streaming and connected TV arena, bringing various opportunities for brands to connect with audiences.
Amazon’s robust viewership data reinforces its pursuit of monetisation strategies while providing marketers with diverse options beyond the competition. Notably, the platform already includes features like “add to Amazon cart,” allowing viewers to easily add advertised products to their shopping carts while watching. Furthermore, plans to introduce pause ads, which display messages when content is paused, are set for the upcoming fourth quarter.
