Amazon Prime Video Statistics 2025: Ads, Views & Growth

Amazon Prime Video has become a central pillar of Amazon’s streaming ambitions, with strong traction in both mature and emerging markets. Its integration with Amazon Prime gives it a unique edge: many users access Prime Video simply because they already subscribe to shopping perks. From video commerce integrations to live sports rights betting, the service’s influence is growing across sectors.

Editor’s Choice

• Prime Video’s ad‑supported tier in the U.S. now reaches over 130 million monthly viewers in 2025.
• In 2023, Prime Video’s content spend rose to $18.9 billion.
• Amazon’s advertising revenue, including Prime Video placements, hit $17.29 billion in Q4 2024.
• Nielsen reports Prime Video held a 3.5% share of total TV viewing in May 2025, the same as in May 2024.
• U.S. Prime paid subscribers rose to 128.6 million in 2025.
• Amazon’s broader subscription business, Prime services, generated $44.374 billion in 2024.
• In 2025, programming costs for Prime Video, especially sports, are forecasted at $10.6 billion.

Recent Developments

• In 2025, Amazon disclosed that its ad‑supported Prime Video tier now reaches 130 million+ U.S. viewers monthly, up ~15 million year over year.
• Amazon’s ad revenue in Q4 2024 rose 18% YoY, reaching $17.29 billion, signaling strong advertiser demand.
• Programming costs on the rise, forecasts estimate $10.6 billion in 2025 for content, especially live sports.
• In the U.S., Prime paid subscriber count climbed to 128.6 million in 2025, up from ~127.4 million the prior year.
• Nielsen data shows Prime Video’s share of total TV viewing in May 2025 was 3.5%, unchanged from May 2024.
• Analysts note that ~3 in 10 U.S. Prime members did not use Prime Video in 2024, latent users.
• Amazon is pushing further into live sports, NFL, and NBA rights, signaling increased competition and cost in sports streaming.

TV and Streaming Market Share Breakdown

• Streaming captured 43.5% of total TV viewing in February 2025.
• Cable accounted for 23.2% of total TV usage.
• Broadcast TV represented 21.2% of the viewing share.
• Other categories, such as gaming and DVD, made up 12.1%.
• YouTube led all streaming platforms with 11.6% share.
• Netflix followed with 8.2% of total viewing time.
• Disney+ (including Hulu and ESPN+) reached a 4.8% share.
• Prime Video held 3.5% of total TV usage.
• Roku Channel captured 2.1% of the viewing share.
• Tubi accounted for 2.0% of total viewing.
• Peacock reached a 1.5% share of total TV time.
• Paramount+ contributed 1.3% to total viewing.
• Max represented 1.2% of total viewing time.
• Pluto TV held a 1.0% share in total viewing.
• Other streaming platforms combined for 6.2% of total TV usage.

Amazon Prime Video Overview

• Amazon’s global Prime membership is estimated at over 240 million as of early 2025, with Prime Video access included for most.
• About 85% of Amazon Prime subscribers in the U.S. utilize Prime Video, indicating deep integration with the Prime ecosystem.
• U.S. Prime Video penetration reached 38% of households, trailing only Netflix and YouTube among streaming platforms.
• Amazon invested over $7 billion in original and exclusive programming for Prime Video in 2024.
• Prime Video holds a 22% share of the U.S. subscription streaming (SVOD) market, narrowly above Netflix’s 21% as of Q3 2025.
• Prime Video has content available in over 240 countries and territories, supporting multiple languages for global reach.
• The launch of the ad-supported tier in 2024 resulted in more than 35% of U.S. Prime Video viewers opting for the ad-inclusive plan.
• Prime Video ranks among the top 3 SVOD platforms for customer satisfaction in the U.S., alongside Netflix and Disney+.
• More than 100 Amazon Originals have won major film or TV awards, reinforcing the platform’s influence in premium content markets.

Global Subscriber & Membership Figures

• As of 2025, Amazon Prime is estimated to have 220 million paying users worldwide.
• Some sources raise that estimate toward 230–240 million global Prime members.
• In 2024, Amazon’s subscription services, including Prime, generated $44.374 billion in revenue.
• In the U.S., Amazon Prime users are estimated at 180.1 million as of 2024.
• Analysts project Prime membership could further rise, depending on growth in new markets like Latin America and Southeast Asia.
• Although Prime membership includes many benefits beyond video, Prime Video penetrates a substantial share of that user base.
• In many markets, users can subscribe to Prime Video as a stand‑alone service, without full Prime, to expand market reach.
• Third‑party estimates suggest that not all Prime users actively use Prime Video, indicating latent or passive adoption.

Global Penetration and Regional Reach

• In the U.S., Prime Video holds roughly 22% of the streaming market share in 2025, ahead of Netflix’s 21%.
• Globally, Amazon Prime, including the video component, is estimated to have 240 million+ members in 2025.
• As of 2025, approximately 21.55% of Prime Video traffic originates from India.
• In India alone, the number of Prime Video users is estimated at 65.9 million as of 2025.
• In Germany, there are ~32.3 million Prime Video users, in the U.K., ~26.9 million.
• Canada contributes about 14.6 million users, Australia ~4.9 million, and Japan ~16.2 million.

Revenue and Market Value

• In 2023, Prime Video’s estimated revenue reached $12.8 billion, up from $11.5 billion in 2022.
• Projections suggest 2024 revenue of around $13.5 billion.
• Amazon’s broader subscription services, including Prime, generated $44.374 billion in 2024.
• Advertising on Prime Video is ramping; in 2024, it generated $433 million, with forecasts of $806 million in 2025.
• As of August 2025, S&P Global projects that advertising revenue for Prime Video will hit $806 million.
• Amazon’s valuation of the Prime Video business is bolstered by its crossover into retail, advertiser synergy, and platform scale.
• Analysts estimate that programmatic and video ad growth will become an increasingly strategic margin driver for Amazon’s entertainment arm.
• Rising content costs, especially in sports, are eating into margins, forecasts estimate $10.6 billion in programming spend in 2025.
• Because Amazon rarely breaks out standalone video profitability, much of the operating margin is consolidated with its wider retail and cloud business.

Amazon’s Investments in Prime Video Content

• Amazon boosted Prime Video content spending to $18.9 billion in 2023, marking a 13.8% increase year over year.
• More than 25% of Prime Video’s budget in 2024 was dedicated to original series and movies.
• Amazon’s NFL Thursday Night Football deal costs about $1 billion per season, making it one of the priciest sports streaming rights.
• Global originals budget increased by 22% in 2024, focusing funds on regional productions in India, Europe, and Latin America.
• Amazon spent over $700 million on technology infrastructure for Prime Video in 2023, supporting scalable global operations.
• The Rings of Power season one had a historic production cost of more than $1 billion for just its first season.
• MGM partnership led to at least 60+ new MGM-produced titles streaming exclusively on Prime Video by early 2025.
• Over 40% of new Prime Video titles in 2024 came from commissioned productions outside the U.S..
• Amazon’s flexible pilot strategy generated 15 global hits in 2024 after initial regional testing.
• Live sports and events comprised 18% of total 2024 content spend, up sharply from prior years.

Amazon Service Usage by Prime Members

• 16–24 age group shows 53.5% using Prime Delivery and 64.2% watching Prime Video, with 22% using Prime Music and 14% using Prime Reading.
• 25–34 age group records 53.3% Prime Delivery usage, 67.8% for Prime Video, 21% for Prime Music, and 14% for Prime Reading.
• 35–44 age group increases to 58.1% Prime Delivery and 72.1% Prime Video, with 25% using Prime Music and 16% using Prime Reading.
• 45–54 age group shows 63.6% using Prime Delivery, 73.9% watching Prime Video, 25% using Prime Music, and 15% engaging with Prime Reading.
• 55–64 age group has 68.2% Prime Delivery users, 70.1% Prime Video viewers, 23% Prime Music users, and 15% using Prime Reading.
• 65+ age group leads with 71.3% using Prime Delivery, 64.2% for Prime Video, 21% for Prime Music, and 14% for Prime Reading.

Prime Video Content Library Size

• Prime Video’s catalog in 2024 included approximately 12,000 movies and 2,000+ series globally.
• Some reports argue Amazon’s “40,000+ titles” figure is inflated by counting episodic units and licensed add-ons.
• In the U.S., Prime Video counted 2,236 TV titles, of which only ~134, ~6%, were originals.
• Netflix has fewer movies but more original series, and Amazon emphasizes breadth and licensing depth.
• Amazon owns ~67.3% share of total available streaming titles across major platforms.
• The library is dynamic, titles enter and exit regularly depending on licensing agreements.
• The challenge lies in distinguishing what is “included with Prime” vs. what requires extra rental, purchase.
• Amazon also includes add-on channels, allowing access to premium catalogs through Prime Video, which adds to perceived library size.
• For lower-bandwidth regions, Amazon may locally restrict or vary catalog size.

Content Genre Distribution

• Around 24% of Prime Video’s global catalog was drama, leading all genres for total content share.​
• Comedy and documentary titles each represent roughly 10–13% of the overall content library.
• ​The kids and family genre makes up approximately 6% of total Prime Video content globally.​
• Content for mature audiences (16+ and 18+) constitutes 41% of Prime Video’s available catalog, reflecting its appeal to adult viewers.​
• Licensed content, including classics and dramas, accounts for about 80% of all Prime Video viewing.​
• Original productions make up nearly 25% of new additions, with a tilt toward drama, thriller, and sci-fi series.

• Over 9,600 titles are available on Prime Video, providing a significant variety in both movies and TV shows.​
• Live sports and sports documentaries are the fastest-growing genre segment, up 18% year over year in U.S. viewership.​
• In the U.S. and UK markets, more than 30% of top-trending shows are Amazon Originals, especially prestige drama.​
• Regional variation is strong: in India and Latin America, over 35% of newly commissioned content targets local tastes and genres.​

Original Productions and Commissions

• In Q3 2024, 8.7% of all streaming original series globally were Amazon Prime Video titles, up from previous years.​
• Amazon commissioned more than 25% of new streaming originals worldwide during Q1 2024, highlighting its rising global impact.​
• About 41% of Prime Video’s newly commissioned originals in 2024 targeted non‑U.S. markets, especially India and Latin America.​
• Over $18.9 billion was spent on Prime Video content in 2023, with a significant share devoted to originals and commissions.​
• Flagship hits like The Boys, The Marvelous Mrs. Maisel, and Reacher are among more than 300+ Amazon Originals released since launch.​
• Original productions remain about 20–25% of Prime Video’s new annual additions, the rest being mainly licensed titles.​
• Amazon’s MGM partnership contributed 60+ new MGM-produced originals exclusively for Prime Video by early 2025.​
• Prime Video’s globalized originals strategy sees more than 80% of new series released with local language versions in at least 10 countries.​
• Local originals in regional languages increased by 17% year-over-year for Amazon commissions in Asia-Pacific markets.​
• Amazon’s “pilot then scale” approach yields up to 15 global hit originals annually after initial market testing.​

Most Watched Titles on Amazon Prime Video

• Amazon’s Beast Games reached 50 million viewers globally in 25 days, becoming its most‑watched unscripted program.
• The House of David series hit ~22 million viewers in its first 17 days and ranked #2 among most‑watched Prime shows.
• Across 2025 so far, Amazon has recorded 11 distinct No. 1 movies on its top‑10 charts.
• On FlixPatrol’s October 2025 chart, Gen V led TV titles worldwide for Prime, while Play Dirty held the top movie slot.
• In the U.S. on June 30, 2025, The Summer I Turned Pretty ranked among the top TV titles, and The Accountant 2 featured in the movies list.
• The Wheel of Time remains cited as a frequently watched title in 2025, sustaining strong interest and critical attention.

Top‑Ranked Movies and TV Shows (Latest Data)

• Gen V ranked #1 globally on Prime Video’s TV charts in October 2025, leading with 485 popularity points.
• Play Dirty led the worldwide Prime Video movies chart in October 2025, scoring 472 popularity points.
• Reacher remains one of Prime Video’s top‑ranked shows, with 72 popularity points in October 2025 and high critical acclaim.
• Overcompensating appeared in critics’ best-of lists for 2025, achieving 95%+ Rotten Tomatoes scores.
• Code of Silence featured in best-of 2025 show lists with a 100% Rotten Tomatoes rating.

Viewing Habits and Preferences

• As of 2025, Amazon claims 150 million users are on its ad‑supported tier, 130 million of them in the U.S.
• Roughly 88% of Prime Video users are estimated to use the ad‑supported version.
• Hub Entertainment Research and industry forecasts suggest ~80% of U.S. Prime viewers now use an ad-supported tier.
• Amazon has increased its ad load, now delivering 4 to 6 minutes of ads per hour, compared to 2 to 3 minutes previously.
• The shift to higher ad load is tied to Amazon’s plan to scale its connected TV (CTV) inventory and monetization.
• Despite ad load increases, surveys suggest the conversion to ad tiers had minimal impact on subscriber churn thus far.
• Amazon is rolling out limited ad insertion in India starting June 2025, with an optional ad‑free upgrade.

Prime Video Ad‑supported vs. Ad‑free Tier Statistics

• The U.S. ad‑supported tier now reaches 130 million active users, a ~13% year‑over‑year growth.
• In 2024, Prime Video’s ad revenue was ~$433 million; forecasts for 2025 put it at $806 million.
• Approximately 57.6% of U.S. OTT viewers on Prime Video are using the ad‑supported tier.
• Some reports put the share even higher, up to 85% of users on the ad tier.
• Amazon quietly doubled its ad load after the ad‑tier launch.
• The ad tier is now the default for many users; ad‑free is offered as a premium upgrade, approximately $2.99 extra in the U.S.
• The higher ad load is intended to allow Amazon to compete more aggressively in the CTV ad space.

Prime Video Sports Streaming Statistics

• Prime Video’s Thursday Night Football saw a +11% increase in ratings in 2025 vs the prior season.
• In 2024, TNF averaged 13.2 million viewers per game, up from 11.86 million.
• In the 2024 season, among viewers 18–34, TNF pulled 2.61 million, a +37% growth vs linear TV benchmarks.
• Amazon’s median household income for TNF viewers is approximately $101,800, about 16% higher than the NFL on linear networks.
• The younger average age of TNF viewers, around 7 years younger than linear TV, is viewed as a strategic win.
• Amazon is slated to stream its first NFL wild‑card game in January 2026, expanding its sports investments.
• Live sports are increasingly becoming a differentiator for Prime Video’s value proposition compared to purely on‑demand services.
• Sports rights acquisition and production overhead are among the fastest‑rising cost centers in Amazon’s content budget.

Frequently Asked Questions (FAQs)

Conclusion

Amazon Prime Video is navigating a turning point. Its integration into Amazon’s broader ecosystem gives it a unique advantage, but the shift to ad‑supported streaming, higher ad load, and major sports bets adds complexity and risk. Viewership habits now lean heavily toward the ad tier, and live sports are becoming a distinction rather than a niche. As Prime Video continues expanding globally and diversifying its content model, its ability to balance growth, engagement, and profitability will be pivotal. Explore the full analysis for deeper insights across content types, regional strategies, and revenue dynamics.