Insights
January 09, 2026
Prime Video Ad-Supported Viewers: 115M+ Americans See Ads Monthly
Table of Contents
Amazon's decision to add advertising to Prime Video in January 2024 created one of the largest ad-supported streaming audiences overnight. With over 115 million Americans now seeing ads on Prime Video each month, advertisers have unprecedented access to one of the most valuable viewer segments in streaming.
This shift fundamentally changed streaming advertising. Prime Video's ad launch added more ad-supported viewers in a single month than most platforms accumulate over years.
The headline numbers
Amazon Prime Video reaches approximately 115 million ad-supported viewers in the United States monthly. This figure represents Prime subscribers who watch video content and have not paid extra to remove advertisements.
The advertising tier became the default experience for Prime Video in January 2024. Rather than offering a cheaper ad-supported tier like Netflix or Disney+, Amazon added ads to existing Prime subscriptions and offered ad-free viewing as an upgrade.
This approach maximized advertising reach immediately. Only about 10% of Prime Video viewers have opted to pay the additional fee to remove ads, leaving roughly 90% of the audience exposed to advertising.
Key statistics at a glance
115M+ monthly ad-supported viewers in the U.S.
~10% of viewers pay to skip ads
January 2024 launch of Prime Video advertising
200M+ global Prime subscribers
30-40 ads per 1,000 hours of viewing
2-4 minutes of ads per hour (limited ad load)
The Prime Video advertising launch
Amazon's ad launch differed significantly from competitors' approaches. Netflix and Disney+ introduced cheaper ad-supported tiers alongside existing ad-free options. Amazon took the opposite approach: ads became standard, with ad-free becoming an upgrade.
The opt-out model advantage
By making advertising the default, Amazon immediately achieved massive scale. The $2.99 monthly fee to remove ads created a clear value proposition: most viewers decided the limited ad interruption wasn't worth the extra cost.
This strategy created an advertiser-friendly environment. Limited ad load (2-4 minutes per hour compared to 8-15 minutes on traditional TV) keeps viewer tolerance high while still delivering significant reach.
Advertiser response
Initial advertiser demand exceeded Amazon's expectations. Major brands competed for limited inventory during launch periods. Amazon's first-party shopping data combined with massive reach created compelling targeting opportunities unavailable elsewhere.
CPMs (cost per thousand impressions) for Prime Video initially ranged from $30-50, positioning it as premium inventory. Prices have moderated as supply expanded, though Prime Video remains among the more expensive streaming ad environments.
How Prime Video's audience compares
Prime Video's 115 million U.S. ad-supported viewers positions it as one of the largest ad-supported streaming audiences.
Comparison with other platforms
YouTube leads with 230+ million U.S. ad-supported viewers. Prime Video now reaches 115+ million since launching ads in January 2024. The Disney Bundle (Disney+, Hulu, ESPN+) reaches 157+ million globally. Netflix has 70+ million global ad-tier viewers since November 2022. Hulu maintains about 50+ million ad-supported viewers after pioneering the model in 2008. Peacock reaches 33+ million (July 2020 launch) and Paramount+ reaches 32+ million (March 2021 launch).
Prime Video's scale instantly made it the second-largest ad-supported streaming platform behind YouTube, surpassing services that had offered advertising for years.
Audience demographics
Prime Video viewers skew toward valuable demographics for advertisers:
Higher income: Prime membership costs $139/year, filtering for households with discretionary spending
E-commerce active: Prime subscribers are proven online shoppers
Broad age range: Strong viewership across 18-54 demographic
Household reach: Prime accounts often shared within families
These characteristics make Prime Video audiences attractive for brand advertisers and performance marketers alike.
![audience-comparison.png: Prime Video Audience Comparison chart showing viewers by platform with demographic highlights]
What Prime Video advertising means for advertisers
The Prime Video advertising launch significantly expanded advertiser options in streaming TV.
Amazon's data advantage
Unlike other streaming platforms, Amazon combines video viewing data with extensive shopping behavior data. This enables targeting based on:
Purchase history across categories
Shopping intent signals
Product browsing behavior
Subscription patterns
Household composition estimates
Advertisers can reach viewers based on what they actually buy, not just what they watch or claim to be interested in.
Creative formats available
Prime Video supports standard video advertising:
15-second spots
30-second spots
Interactive overlays (select inventory)
Shoppable ads (connecting directly to Amazon purchase)
The shoppable ad format is unique to Prime Video, allowing viewers to add products to their Amazon cart directly from ads.
Buying options
Advertisers can access Prime Video inventory through:
Amazon Ads direct: For large advertisers with substantial budgets
Amazon DSP: Programmatic access with advanced targeting
Third-party DSPs: Some inventory available programmatically
Aggregator platforms: Services like Adwave that access premium inventory without minimums
Direct Amazon deals typically require significant minimum commitments. Smaller advertisers can access Prime Video through programmatic channels with lower barriers.
The limited ad load approach
Prime Video deliberately limits advertising interruption compared to traditional television and some streaming competitors.
Ad frequency
Prime Video shows approximately:
2-4 minutes of advertising per hour
30-40 ads per 1,000 hours of viewing
Pre-roll and mid-roll placements
Fewer interruptions than traditional TV's 15+ minutes per hour
This limited ad load is strategic. Amazon wants to maintain the premium viewing experience that justifies Prime membership costs while generating advertising revenue.
Viewer acceptance
Research suggests Prime Video viewers have generally accepted the advertising addition. Opt-out rates of approximately 10% indicate most viewers find the ad load acceptable, particularly given the limited interruption.
Viewer tolerance appears higher when:
Ad load remains limited
Ad relevance is high
Advertising doesn't disrupt key content moments
Overall content value justifies some advertising
Amazon has indicated intent to maintain restrained ad loads, prioritizing viewer experience over maximum monetization.
Growth trajectory and projections
Prime Video advertising continues expanding as Amazon optimizes the offering.
Current scale
As of early 2026, Prime Video advertising reaches:
115M+ monthly U.S. viewers
200M+ global Prime subscribers exposed to ads
Growing inventory as viewing hours increase
Expanding international availability
Future growth factors
Several factors suggest continued growth:
Prime membership growth: Amazon continues adding Prime subscribers, expanding the potential advertising audience.
International expansion: Advertising launched in several international markets and will expand further.
Inventory optimization: As Amazon refines ad delivery, available impressions increase.
Ad format expansion: New formats and capabilities will attract additional advertiser investment.
Market projections
Industry analysts project Prime Video advertising revenue could reach $7-10 billion annually within the next few years, representing substantial growth from initial launch levels.
![growth-trajectory.png: Prime Video Ad Revenue Growth Trajectory showing projected revenue growth from 2024-2027]
Implications for the streaming advertising market
Prime Video's entry reshaped streaming advertising dynamics.
Increased supply
The Prime Video launch significantly expanded premium streaming ad inventory. This benefits advertisers by:
Increasing options beyond existing platforms
Creating competitive pressure on pricing
Expanding reach potential for campaigns
Diversifying platform mix options
Premium pricing pressure
While Prime Video initially commanded premium CPMs, increased streaming ad supply overall has moderated pricing across platforms. Advertisers now have more negotiating power.
First-party data importance
Amazon's ability to connect viewing to shopping behavior highlights the value of first-party data in streaming advertising. Platforms without comparable data face competitive pressure to develop targeting capabilities.
Attention metrics
Prime Video's limited ad load raises questions about attention and effectiveness. Fewer ads per hour means less clutter and potentially higher attention per ad. This could shift industry focus toward quality of attention rather than pure reach metrics.
How to advertise on Prime Video
Accessing Prime Video inventory depends on budget and sophistication.
Large advertisers
Brands with substantial budgets ($100,000+) can work directly with Amazon Ads teams for:
Custom packages and placements
Exclusive sponsorship opportunities
Advanced targeting and measurement
Integrated Amazon shopping campaigns
Mid-size advertisers
Advertisers with moderate budgets can access Prime Video through:
Amazon DSP (self-serve or managed)
Programmatic partners with Amazon inventory
Agency-managed campaigns
Small business advertisers
Small businesses can access Prime Video through platforms that aggregate premium streaming inventory. Adwave, for example, provides access to Prime Video and other premium inventory without minimums, starting at $50.
This democratization allows local businesses to advertise on the same platforms as major brands, reaching valuable streaming audiences affordably.
Common questions
When did Prime Video start showing ads?
Amazon launched advertising on Prime Video in January 2024 in the United States. Ads became the default experience for Prime subscribers, with an optional $2.99/month upgrade to remove them.
How many ads do Prime Video viewers see?
Prime Video shows approximately 2-4 minutes of advertising per hour, significantly less than traditional TV's 15+ minutes. This translates to roughly 30-40 ads per 1,000 hours of viewing.
Can you opt out of Prime Video ads?
Yes. Prime subscribers can pay an additional $2.99/month to remove advertising. Approximately 10% of viewers have chosen this option.
How does Prime Video's ad reach compare to Netflix?
Prime Video reaches more ad-supported viewers in the U.S. than Netflix. Prime Video has 115M+ U.S. monthly viewers seeing ads, while Netflix reports 70M+ global ad-tier monthly active users (with a smaller U.S. portion).
Can small businesses advertise on Prime Video?
Yes. While direct Amazon advertising requires significant budgets, small businesses can access Prime Video inventory through aggregator platforms like Adwave that provide access to premium streaming inventory without minimum requirements.
What targeting options are available on Prime Video?
Prime Video advertising benefits from Amazon's extensive first-party data. Targeting options include demographics, interests, shopping behavior, purchase history, and geographic location. This data connection makes Prime Video targeting among the most sophisticated in streaming advertising.
The bottom line for advertisers
Prime Video's advertising launch created a massive new opportunity for reaching streaming audiences. With 115 million Americans seeing ads monthly, sophisticated targeting through Amazon's data, and limited ad load that maintains viewer engagement, Prime Video has quickly become essential for any serious streaming advertising strategy.
For advertisers of all sizes, Prime Video represents a unique combination of scale, data, and premium content environment. Whether through direct Amazon relationships, programmatic access, or aggregator platforms, reaching Prime Video audiences should be part of any serious streaming advertising consideration.
Streaming advertising continues evolving, but Prime Video's scale and Amazon's data advantages suggest it will remain a dominant force for years to come.
Ready to reach Prime Video audiences? Adwave provides small businesses access to Prime Video and 100+ premium streaming channels, starting at just $50. Put your brand on the same screens as major advertisers.