Coming Soon: Amazon's Prime Video Ad-ocalpyse
Get ready for change: Buyers tell me rival streamers likely will be forced to price ads downwards
Welcome to The Media Mix from The Ankler! The column from contributing editor Claire Atkinson is an extension of her own newsletter of the same name. She is also host of The Media Mix podcast.
Get ready for a big shake-up in the ad-supported streaming landscape.
In a matter of weeks, Amazon’s gigantic Prime Video operation will run ads on thousands of its shows for the first time, putting to work all of its learnings from its already ad-supported Thursday Night Football.
The company will deliver the kind of scale that ad buyers figure will put Prime Video behind only YouTube in terms of reach and time spent next year.
In conversations with ad buyers about this seismic change about to happen, I asked — and was told — likely how much Amazon will siphon from the $60 billion TV ad market. Separately, buyers had plenty to say about what Prime Video’s entry into the ad market means for Netflix, Max and broadcast TV. (Hint: Nothing good.)