Amazon Prime Video Statistics 2026: Ads, Viewers, Pricing

Amazon Prime Video’s ad-supported tier reached more than 315 million monthly viewers globally as of August 2025, up 58% from 200 million in April 2024, per Amazon Ads disclosures at the annual unBoxed event, according to The Hollywood Reporter. CEO Andy Jassy went further in a May 2026 shareholder Q&A: “So that business is growing, it’s profitable, and it’s still early with respect to what’s possible”.

The disclosure is unusual. Amazon Prime Video is included with the broader Amazon Prime subscription in the United Kingdom, Germany, and Austria, and the parent Amazon reporting on Prime Video has shifted toward ad-tier reach. Amazon’s published figures are now the most reliable read on how big and how engaged the service is. The data below covers ad reach, pricing, originals viewership, the NBA and TNF sports slate, audience demographics, and country availability through Q2 2026.

Key Takeaways

• Prime Video’s ad-supported tier reached more than 315 million monthly viewers globally as of August 2025, a 58% rise from 200 million in April 2024.
• Thursday Night Football on Prime Video averaged 15.3 million viewers per game during the 2025-2026 season, a 16% increase over 2024.
• The 15-game 2025-2026 TNF season was watched by 122.09 million unique US viewers, more than 50 million above Prime Video’s 2022 inaugural season.
• Prime Video Ultra, the new ad-free tier, launches at $4.99 per month on April 10, 2026, replacing the previous $2.99 ad-free upcharge.
• The NBA and Prime Video signed an 11-year media rights agreement starting with the 2025-26 NBA season, covering 66 regular-season games and more than 20 playoff games per year.
• TNF audiences on Prime Video carried a median household income of $101,800, which is 16% higher than NFL viewers on linear networks at $87,800.
• Project Hail Mary, the Amazon MGM Studios film highlighted by CEO Andy Jassy in May 2026, has earned over $665 million at the box office.

Editor’s Choice

• Prime Video’s US ad-tier audience reached over 130 million monthly customers as of May 2025, up from 115 million in 2024.
• The 2025-2026 NFL Wild Card playoff on Prime Video drew 31.6 million viewers, setting the all-time record for the most-streamed NFL game.
• Amazon paid $8.45 billion to acquire MGM, the foundation of the Amazon MGM Studios slate.
• TNF on Prime Video viewers were 52% more likely to search for advertised brands than viewers of other 2025 NFL regular-season games.
• Prime Video has launched ads in 16 countries including the United States, Australia, Canada, France, Germany, India, and the United Kingdom.
• The Culpables movie trilogy on Prime Video reached over 100 million viewers and ranked number one in 170 countries.

Recent Developments

• May 21, 2026: CEO Andy Jassy told shareholders Prime Video is growing, profitable, and still early, citing 100 million-plus viewers for the Culpables trilogy and over $665 million in Project Hail Mary box office.
• April 10, 2026: Prime Video Ultra launched in the United States at $4.99 per month, up from $2.99 for the previous ad-free upcharge.
• April 9, 2026: Andy Jassy’s 2025 annual letter to shareholders described Prime Video as one of Amazon’s “newer businesses growing robustly and improving their economics.”.
• January 2026: The 2025-2026 TNF season closed with 122.09 million unique US viewers and a 15.3 million per-game average, both Prime Video records.
• November 11, 2025: Amazon disclosed at unBoxed that Prime Video’s ad-supported tier reached 315 million monthly viewers globally.
• October 2025: NBA on Prime Video debuted as part of the 11-year media rights agreement starting with the 2025-26 season.

Prime Video Subscriber Statistics

The 2021 milestone is the last paying-subscriber count Amazon disclosed for Prime Video. Subscriber totals quoted in headlines from 2022 onward are third-party estimates, not primary disclosures. According to Hollywood Reporter coverage of the unBoxed announcement, the reliable metrics today are ad-supported reach plus Nielsen-measured sports viewership.

• Prime Video’s ad-supported tier reached more than 315 million monthly viewers globally as of August 2025.
• Prime Video’s US ad-supported audience reached over 130 million customers as of May 2025, up from 115 million in 2024.
• Prime Video had an average monthly ad-supported reach of 200 million global customers at Amazon’s first-ever upfront presentation in May 2024.
• Amazon Prime Video was added to the Prime subscription in the United Kingdom, Germany, and Austria in 2014, after Amazon acquired LoveFilm in 2011.
• Industry estimates put 2026 Prime Video paying members between 220 and 250 million globally; none trace to an Amazon disclosure.

Source: Amazon Newsroom, Amazon Ads, Hollywood Reporter (Amazon unBoxed)

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How many subscribers does Amazon Prime Video have?

Amazon does not publish a separate Prime Video subscriber count. Prime Video is included as a benefit of the broader Amazon Prime subscription. The published audience metric in 2026 is 315 million monthly ad-supported viewers globally as of August 2025, which counts engagement, not paid memberships.

Prime Video Ad-Supported Reach Statistics

Prime Video’s ad-supported tier reached more than 315 million monthly viewers globally as of August 2025, a sharp rise from a reach of 200 million monthly viewers recorded in April 2024, based on Amazon internal data measured against an unduplicated monthly active audience across Originals, licensed series and films, live sports, events, and free ad-supported live channels. This expanded audience across 16 countries demonstrates our customer-obsessed approach to enhancing the viewing experience while delivering powerful opportunities for brands.

• Prime Video has launched advertising in 16 countries including the US, Australia, Canada, France, Germany, India, and the UK.
• The ad-supported tier grew approximately 58% from 200 million viewers in April 2024 to more than 315 million in August 2025, a roughly 16-month window.
• Netflix disclosed 190 million monthly active viewers on its ad-supported tier across 12 countries on November 5, 2025.
• Prime Video’s US ad-supported audience reached over 130 million customers as of May 2025, up from 115 million in 2024.

Source: Amazon Newsroom (unBoxed 2025), Hollywood Reporter

Our cross-platform tracking shows the same engagement-over-growth pattern in streaming that we have documented in social media attention span statistics, the headline number that matters is monthly active engagement, not nominal account counts.

Prime Video Pricing Statistics

On April 10, 2026, Prime Video’s ad-free subscription became Prime Video Ultra in the U.S., priced at $4.99 per month, according to Amazon’s announcement covered by Variety. Until then, ad-free Prime Video cost an additional $2.99 per month on top of the underlying Prime membership.

• The Prime Video Ultra subscription includes up to five concurrent streams (previously three), up to 100 downloads for offline viewing (previously 25), and exclusive access to UHD streaming.
• Delivering ad-free streaming with premium features requires significant investment, and this structure aligns with other major streaming services while ensuring customers have the flexibility to choose how they want to watch.
• Prime members continue to receive the core Prime Video benefit, including HD/HDR and Dolby Vision at no additional cost with their Prime membership.
• Avoiding ads previously cost an additional $2.99 per month before the Ultra rebrand.

Source: Variety reporting Amazon announcement, Wikipedia

How much does Prime Video cost?

Prime Video is included with the Prime membership; the Ultra ad-free tier costs $4.99 per month in the U.S. effective April 10, 2026. The ad-supported tier is the default Prime benefit and carries no additional charge beyond the Prime membership.

Prime Video Originals and Content Statistics

Andy Jassy highlighted Prime Video’s slate of original movies and shows, including 100 million-plus viewers for the Culpables movie trilogy, which reached number one in 170 countries during a May 2026 Q&A with shareholders. “I just think Project Hail Mary was an amazing movie. If you haven’t seen it, I really recommend it,” Jassy said, adding, “It’s one of the best movies I’ve seen in the last five years, and it already has over $665 million in box office in just a few weeks”.

• Project Hail Mary has earned over $665 million at the box office in just a few weeks as of Jassy’s May 2026 framing.
• The Culpables movie trilogy attracted over 100 million viewers and reached number one in 170 countries.
• Amazon MGM Studios-produced Prime Video originals include series Fallout, Reacher, The Boys, The Lord of the Rings: The Rings of Power, and The Summer I Turned Pretty.
• Amazon MGM Studios film originals on Prime Video include Heads of State, Red One, Road House, and The Accountant 2.
• Amazon announced its acquisition of MGM for $8.45 billion in 2021, subject to regulatory approvals; the studio now operates as Amazon MGM Studios alongside Prime Video.

Source: Amazon Newsroom, Variety

By the numbers: Per Amazon’s May 2026 Q&A, Project Hail Mary has earned over $665 million in box office, while the Culpables trilogy passed 100 million viewers with a number-one ranking across 170 countries in the same window.

What is the number-one show on Amazon Prime Video?

Amazon does not publish a single ranked “most-watched” list, but CEO Andy Jassy named Fallout, Reacher, The Boys, Cross, Young Sherlock, Off Campus, Beast Games, Elle, Spider Noir, and Blade Runner 2099 as Prime Video’s notable TV slate in his May 2026 shareholder Q&A.

Thursday Night Football Viewership on Prime Video

The 2025-2026 Thursday Night Football season on Prime Video averaged 15.3 million viewers per game across the 15-game regular season, according to Amazon Ads, a 16% viewership increase over the 2024 season and a third consecutive year of double-digit growth. The franchise has now compounded growth across four seasons since Prime Video became the exclusive home of TNF in 2022.

• The 15-game 2025-2026 TNF season on Prime Video was watched by 122.09 million unique US in-game viewers, more than 50 million above Prime Video’s 2022 inaugural season at 71.97 million.
• The Wild Card playoff game on Prime Video reached 31.6 million viewers, setting a new record for the most-streamed NFL game in history.
• Nielsen’s Big Data + Panel measurement scored TNF’s 2024 full-season average at 14.23 million viewers (P2+ AMA).
• The December 5, 2024 Packers at Lions TNF game recorded a franchise-high 18.48 million viewers via Nielsen’s BD+P methodology, with a peak audience of 20.29 million.
• TNF on Prime Video posted an 11% average viewership increase over the 2023 season (13.20 million vs 11.86 million) and a 38% leap over Prime Video’s 2022 inaugural season average of 9.58 million.
• Prime Video’s second Black Friday Football game delivered 13.51 million viewers, a 41% increase over the 2023 inaugural Black Friday Football game.

How many people watch NFL on Prime Video?

The 2025-2026 TNF season on Prime Video reached 122.09 million unique US viewers across 15 games, with an average of 15.3 million per game. The audience has grown by more than 50 million unique viewers since Prime Video’s first exclusive TNF season in 2022.

Prime Video Audience Demographics

Thursday Night Football on Prime Video viewers skewed nearly seven years younger than those watching NFL games on linear networks (median age 49.4 vs 56.2), according to Amazon Ads data on the 2025-2026 season. TNF on Prime Video viewers earned 28% higher household income than viewers of NFL games on linear networks, a demographic profile advertisers explicitly pay to reach.

• TNF on Prime Video viewers earned a median household income of $101,800 throughout the 2024 season, which is 16% higher than NFL viewers on linear networks at $87,800.
• Among the P18-34 demographic, TNF on Prime Video registered the most-watched season ever in 2024 at an average of 2.61 million viewers, an increase of 9% over 2023 and 24% over 2022.
• Throughout the 2024 season, 20% of TNF on Prime Video’s viewers were in the P18-34 demographic, compared to 14% of viewers watching the NFL on linear networks.
• TNF on Prime Video’s 2024 average viewership among P18-49 was the highest in TNF history at 5.99 million viewers, an increase of 9% over 2023 and 27% over 2022.
• TNF viewers on Prime Video were 52% more likely to search for advertised brands and products compared to viewers of other 2025 NFL regular season games, according to EDO measurement.

Source: Nielsen and EDO via Amazon Ads

Our attention-currency tracking, including data we documented in social media screen time statistics, shows the same pattern: the most valuable audience is younger, engaged, and wealthier. Prime Video’s TNF audience hits all three filters at once.

Why it matters: Per Nielsen, TNF on Prime Video’s median viewer is nearly seven years younger than the NFL’s linear audience and earns 16% more household income, a combination that explains why Prime Video commands premium ad rates for the package even as overall NFL viewership grows on every platform.

Prime Video Live Sports Portfolio

Prime Video and the NBA announced an 11-year media rights agreement beginning with the 2025-26 NBA season, covering 66 regular-season games, the NBA Cup, the Play-In Tournament, and more than 20 playoff games every year. “NBA and WNBA basketball will serve as yet another cornerstone of the robust sports business our Prime Video team has built in just the last six years,” said Mike Hopkins, Head of Prime Video and Amazon MGM Studios.

• NBA international live-game package rights on Prime Video extend worldwide except in Greater China, Poland, Finland, Sweden, Norway, Denmark, and the Netherlands, with rights in Canada beginning in the 2026-27 NBA season.
• The agreement also gives Prime Video exclusive WNBA postseason games for the first time, including one first-round series each year, plus seven Semifinal series and three WNBA Finals over the course of the 11-year deal.
• Prime Video’s 2024 and 2025 sports lineup includes the NFL, WNBA, NASCAR, and NWSL in the US, the NHL in Canada, UEFA Champions League soccer in the UK, Germany, and Italy, Premier League soccer in the UK and Sweden, Roland Garros tennis in France, and Wimbledon in Germany and Austria.
• Prime Video renewed its deal to be the exclusive broadcaster of Thursday Night Football between the 2022 and 2033 seasons in the US on March 18, 2021.
• Prime Video concluded its first Masters streaming experience this past April, per Andy Jassy’s May 2026 shareholder Q&A.

Source: Amazon Newsroom, Amazon Ads, Wikipedia

What sports does Prime Video stream?

In its 2024 and 2025 lineup, Prime Video streams the NFL, the WNBA, NASCAR, and the NWSL in the US, the NHL in Canada, UEFA Champions League soccer in the UK, Germany, and Italy, Premier League soccer in the UK and Sweden, Roland Garros tennis in France, and Wimbledon in Germany and Austria.

Prime Video Country Availability and Catalog

Amazon Prime Video distributes films and television series produced or co-produced by Amazon MGM Studios or licensed to Amazon as Amazon Originals, alongside content from other providers, live sporting events, and video rental and purchasing services, per the service’s overview. The ad-supported tier is available in select markets including the US, Canada, the UK, and some European territories.

• Prime Video has launched advertising in 16 countries including the United States, Australia, Canada, France, Germany, India, and the United Kingdom.
• Prime Video was added to the Prime subscription in the United Kingdom, Germany, and Austria in 2014, after Amazon acquired LoveFilm in 2011.
• Library-size figures for Prime Video circulate between 9,000 and 21,000 titles, depending on methodology. Without an Amazon-disclosed catalog size, every figure is a third-party measurement.

Source: Wikipedia, Hollywood Reporter

Prime Video vs Netflix Competitive Landscape

Netflix revealed a new metric called monthly active viewers (MAV) on November 5, 2025, for its ad-supported subscription tier and claimed 190 million such viewers across the 12 countries where it offers an ad tier. Prime Video’s ad-supported tier reached more than 315 million monthly viewers across 16 countries in the same window, a head-to-head Amazon explicitly drew at its November 2025 unBoxed event.

• Prime Video had an average monthly ad-supported reach of 200 million global customers at Amazon’s first-ever upfront in May 2024.
• “NBA and WNBA basketball will serve as yet another cornerstone of the robust sports business our Prime Video team has built in just the last six years”.

Source: Amazon Newsroom, Hollywood Reporter, Netflix Q3 2025 announcement

Prime Video’s reported ad-supported reach in August 2025 sat roughly two-thirds higher than the Netflix monthly active viewers figure disclosed in November 2025, though the two metrics use different counting methodologies.

Direct comparisons of the 315 million versus 190 million figures should be read with care. Amazon counts unduplicated ad-supported audience across Originals, licensed series, live sports, events, and free ad-supported channels; Netflix’s monthly active viewers definition is ad-tier-only.

Is Prime Video the number-one streaming service?

There is no single agreed-upon ranking. Prime Video has reported more than 315 million monthly ad-supported viewers globally as of August 2025, the largest disclosed monthly-ad audience among major streamers. Netflix reported 190 million monthly active viewers (MAV) on its ad tier across 12 countries on November 5, 2025.

Total-subscriber rankings tell a different story. Netflix’s paying-member count is an apples-to-oranges comparison to Prime Video’s bundled-with-Prime structure, since Prime Video is included in the broader Prime subscription in the United Kingdom, Germany, and Austria.

Is Amazon Prime Video membership growing?

By Amazon’s own disclosed metric, yes. The ad-supported tier grew from 200 million monthly viewers in April 2024 to more than 315 million in August 2025, according to Amazon’s unBoxed disclosure. CEO Andy Jassy described Prime Video’s business as growing, profitable, and still early in his May 2026 shareholder Q&A.

Conclusion

Amazon Prime Video’s headline data this year reads in three clean lines: more than 315 million monthly ad-supported viewers globally as of August 2025, 122.09 million unique US fans across the 2025-2026 Thursday Night Football slate, and a new $4.99 per month ad-free Ultra tier launched on April 10, 2026. The non-disclosure on paying subscribers is a real gap, but the ad-supported metrics, NFL viewership, and NBA and WNBA deal terms now give a richer read on the service than membership counts ever did.

The NBA’s first full season is the metric to watch next, alongside Ultra adoption and Amazon’s ad-tier expansion into new European markets. Engagement depth keeps outrunning headline-subscriber arithmetic.