Home Technology Amazon says its ad-supported video reaches greater than 120 million viewers a...

Amazon says its ad-supported video reaches greater than 120 million viewers a month

Jaap Arriens | NurPhoto | Getty Images

Amazon mentioned Monday its ad-supported streaming video content material now reaches greater than 120 month-to-month customers each month. 

The firm mentioned that is up from 20 million month-to-month viewers of that content material in January 2020. Twitch is one essential driver of the expansion — though Amazon acquired the corporate in 2014, it solely lately added advert stock on Twitch to its programmatic promoting platform, whereas stock beforehand needed to be purchased extra manually. Twitch is finest referred to as a platform the place video players stream their gameplay dwell to massive audiences.

Other ad-supported video content material from Amazon consists of dwell sports activities like “Thursday Night Football,” IMDb TV, third-party apps and Amazon’s News apps. The determine of month-to-month customers seek advice from U.S. viewers that watched Amazon’s ad-supported over-the-top content material on any system.

The firm is coming off of a sizzling earnings report for its advertisements enterprise: Amazon’s “Other” unit, which is primarily made up of promoting but in addition consists of gross sales associated to different service choices, grew income 77% yr over yr to greater than $6.9 billion in Q1, the corporate reported on Thursday.

Amazon made the announcement forward of its first-ever presentation on the IAB NewFronts. The spring NewFronts are digital media’s tackle the normal TV upfronts, when advertisers have historically dedicated a considerable amount of their yearly TV spending. During the NewFronts, on-line publishers, platforms and different firms host displays and events to point out off their programming, viewers information and instruments to media consumers. 

A late 2020 report from eMarketer mentioned YouTube, Hulu and Roku CTV advert revenues symbolize about half of all U.S. CTV advert revenues. Of the remaining half, they mentioned a big chunk possible goes to Amazon with its apps on the Fire TV working system in addition to on IMDb TV. 

The e-commerce big opened up about a few of its model promoting initiatives on the IAB’s annual management assembly in March. Its VP of Global Ad Sales Alan Moss mentioned that with a slate of IMDb TV originals launching this yr, it could offer product integration and branded content material alternatives to assist advertisers “authentically align their brand with cultural moments and genre themes.” 

The firm plans to launch a standalone app for IMDb TV on Android and iOS units this summer time. Amazon mentioned Monday that IMDb TV has seen a 138% improve in viewership year-over-year, and that 62% of viewers are between the ages of 18 to 49. It says viewers of the service spend a median of 5 and a half hours per week watching it. 

The firm additionally introduced a slew of latest content material for IMDb TV. Amazon mentioned Monday it can start streaming “Thursday Night Football” video games completely starting in 2022, after beforehand asserting it could start completely streaming video games in 2023.

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