Amazon Brings Ad-Supported Prime Video to New Markets

 Last week, Amazon announced its intention to bring the opt-out Prime video ad-supported ‘upgrade’ to 5 new major markets in 2025. This will build on the once controversial but remarkably lucrative introduction of ads to Prime Video in key anchor markets that began this year. Our Blake & Wang P.A. entertainment lawyer, Brandon Blake, has all the details.

 

                                                                             Brandon Blake

5 New Markets

Brazil, India, New Zealand, the Netherlands, and Japan will be added to the ad-supported version of Prime Video sometime next year. This tier already operates domestically and in Australia, France, Germany, Austria, Canada, Italy, Spain, Mexico, and the UK. As with these earlier rollouts, users who want to keep their ads-free experience will also have the option to upgrade to the new premium tier.

An Unusual Strategy

Amazon’s decision to use an opt-out model for their ad-supported tier, rather than the opt-in new tiers we’ve seen launched by other streamers, near-instantly made it one of the largest players in the ad-supported streaming market. There is already some anticipation that they will increase their ad load in 2025, as the expansion has worked well for them. At this year’s Upfronts, Amazon netted around $1.8B in advertising commitments, an incredible feat for a streaming platform.

 

Amazon is also currently exploring a range of new tech-fueled advertising options, including interactive ads, to make the service more compelling to advertisers. While the initial decision to use an opt-out model initially earned them some bad press, viewers seem to be reasonably content with the changes made on the platform, and the powerful brand identity that comes with the iconic Amazon shopping service does a lot to help.

 

Paired with a commitment to greatly expand its theatrical releases in the coming years, Amazon appears determined to shape itself a space in the crowded streaming market as a top player. Will they succeed? While success is always fickle in the entertainment industry, they’re working to earn that title.

                       

 

 

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