At the unBoxed 2024 event, Amazon Ads announced plans to introduce limited advertisements on Prime Video in India, Japan, the Netherlands, New Zealand and Brazil, starting in 2025. This move is part of Amazon’s strategy to expand its global streaming and connected TV (CTV) video advertising business, aiming to connect brands with new audiences across an ever-expanding slate of markets.
‘We’re excited to offer more brands, in more countries, the opportunity to engage with Prime Video audiences alongside award-winning series and movies, fan-favorite titles, and live sports in 2025’, said Alan Moss, Vice President of Global Ad Sales at Amazon Ads. He emphasized the effectiveness of company’s ad solutions, which combine premium content, first-party data, and innovative ad technology to help advertisers achieve meaningful business outcomes.
Prime Video’s global expansion aligns with Amazon’s efforts to provide a ‘richer entertainment experience’, said. The platform currently boasts an extensive library of original series such as Reacher, The Lord of the Rings: The Rings of Power, and The Summer I Turned Pretty, as well as live sports, licensed movies, and FAST channels.
Ad innovations driving results
Amazon Ads leverages advanced ad tech informed by trillions of first-party signals from streaming, shopping, and browsing behaviors. This ecosystem enables brands to launch campaigns seamlessly across a variety of platforms, including Twitch, Freevee, Fire TV Channels, IMDb, Amazon Music, and Wondery. With a monthly ad-supported reach exceeding 200 million global customers, Prime Video offers brands unparalleled scale.
‘Our ad tech solutions provide advertisers with comprehensive tools to measure campaign effectiveness, ensuring their messaging resonates across diverse audiences’, added Moss.
The ad-supported Prime Video model was first introduced earlier this year in markets such as the U.S., U.K., Canada, and Mexico. Subscribers in these regions can opt for an ad-free experience by paying an additional monthly fee. The move has already yielded results, with Amazon’s advertising business generating $11.82 billion in the first quarter of 2024—a 24% year-over-year increase.
A targeted approach to regional markets
In markets like Indonesia and the Philippines, Amazon plans to offer mobile-only subscription plans for the first time, reflecting its adaptability to local economic realities. Moss noted that while some competitors have struggled with regional investments in local content, Amazon remains focused on maximizing value through its global-first approach.
