Amazon has announced that the ad-supported plan for its Prime Video streaming service now has over 130 million active users, a 13% increase from last year, when the company reported 115 million users. Amazon shared the numbers ahead of its advertiser upfront presentation Monday afternoon.
Prime Video costs $8.99 per month as a standalone subscription. It also comes with Amazon Prime memberships at no additional cost. An Amazon Prime membership costs $14.99 per month or $139.99 per year and also gives users free two-day shipping, access to Amazon Music and Prime Gaming, exclusive deals, and more.
Along with sharing user numbers for Prime Video, Amazon will also be giving advertisers information about new ad formats on the streaming service. The new ads will use AI-generated content and will be shoppable, meaning that users can make purchases directly through the ads without exiting out of the content they’re watching.
“Our ad formats are proven to drive measurable action on and off Amazon,” said Alan Moss, VP of global ads sales for Amazon Ads. “Starting this year, we are introducing a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching – creating a natural and relevant connection. Based on Amazon’s signals and fully addressable and authenticated audiences, we are uniquely positioned to offer viewers scene-aware ads as extensions of the entertainment experience, not interruptions.”