Ad-supported video reaches over 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 fundamental driver of the expansion — though Amazon acquired the company in 2014, it solely recently added advert stock on Twitch to its programmatic promoting platform, whereas stock beforehand needed to be purchased extra manually. Twitch is greatest generally known as a platform the place video players stream their gameplay reside to giant audiences.

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

The firm is coming off of a scorching earnings report for its advertisements enterprise: Amazon’s “Other” unit, which is primarily made up of promoting but additionally contains gross sales associated to different service choices, grew income 77% 12 months over 12 months 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 great 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 patrons. 

A late 2020 report from eMarketer mentioned YouTube, Hulu and Roku CTV advert revenues characterize about half of all U.S. CTV advert revenues. Of the remaining half, they mentioned a giant chunk doubtless 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 12 months, it will 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 season. Amazon mentioned Monday that IMDb TV has seen a 138% enhance 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 mean of 5 and a half hours per week watching it. 

The firm additionally introduced a slew of new content for IMDb TV. Amazon said Monday it’s going to start streaming “Thursday Night Football” video games completely starting in 2022, after beforehand asserting it will start completely streaming video games in 2023.

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