In Q1 2025, Amazon reported an 18% increase in ad revenue, reaching $13.9 billion. The growth is attributed to its expanding live sports portfolio, including NBA and NFL broadcasts. Amazon's strategy involves recruiting talent and building studios to enhance viewer experience and create more advertising opportunities. During upfront conversations, Amazon offers advertisers flexibility by allowing standalone purchases of live sports inventory. The goal is to incentivize brands to invest in their demand-side platform, leveraging e-commerce audience data for targeted advertising.
Going into this upfront we have strong IP across sports, whether it's the NBA, [which] we're launching in October, or the NFL, which we've had for three seasons now.
Amazon will allow advertisers to buy live sports inventory standalone, including against the NBA, but hopes its growing portfolio will tempt more brands to increase spending.
It's a way of adding on more advertising real estate in the form of in-studio and in-show sponsorship slots.
Advertisers can reach streaming sports audiences throughout the calendar year, making it more attractive for clients seeking maximum flexibility.
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