Prime Video Reveals Ad-Supported UK Reach Of 19 Million In First Disclosure Of Its Kind

Jesse Whittock
3-min read

Prime Video’s ad-supported reach in the UK is 19 million viewers, Amazon has revealed for the first time.

At a UK Upfront event in London this evening attended by the likes of Priyanka Chopra Jonas and Idris Elba, the company talked up its streaming biz, saying its customer base is equivalent to more than a third of British adults.

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In a bid to persuade advertisers their pounds and dollars are being well spent, Amazon said 52% of UK Prime Video viewers did not watch any paid-for TV, and that among these 36% spent more in the Amazon.co.uk store than the average spend of Amazon customers.

“Last year, we celebrated the news that we were bringing ads to Prime Video’s premium entertainment content in the UK,” said Phil Christer, Managing Director, Amazon Ads UK. “Now we are here to show you what that means in practice.

“By combining award-winning TV series and films, billions of first-party signals, and leading ad tech, we are helping brands deliver relevant ad experiences at an entirely new scale. These campaigns aren’t limited to brands that sell in our store either, we are able to help brands understand the impact of their upper funnel streaming TV campaigns on lower funnel outcomes like sales and sign-ups, regardless of where the customer ends their journey.”

Christer attempted to further entice advertisers in attendance by unveiling a series of ad formats and solutions that lean into digital interactivity. Among these tools are interactive pause ads and stoppable carousel ads.

The Upfront came during a week of activity for Amazon’s UK streaming operation. Yesterday, shows such as Citadel: Diana, Haven and The Devil’s Hour season 2 were showcased at a female-focused Trailblazers event.

Speaking this evening, Jennifer Salke, Head of Amazon MGM Studios, was in selling mode, as she said: “We believe groundbreaking stories can come from any corner of the world and have seen first-hand local productions, like Clarkson’s Farm or Maxton Hall becoming record breaking global hits. But what really sets us apart is our ability to spark new obsessions across books, podcasts, music, fashion, and games. No other studio offers creators so many ways to engage with an audience like we can.”

Prime Video and Amazon MGM leaders presented a sneak preview at the final episode of The Lord of the Rings: The Rings of Power Season 2, while Chopra Jonas introduced footage from Citadel Season 2, in which she stars opposite Richard Madden. She was also joined on stage by Elba to reveal more about their spy comedy feature Heads of State, which also stars John Cena.

Orlando Bloom, Nick Mohammed and Bryce Dallas Howard, appeared to discuss their upcoming British action-comedy Deep Cover, while director Guy Ritchie talked about his upcoming TV series Young Sherlock, which is currently in production in the UK and tells the origin story of Sir Arthur Conan Doyle’s beloved detective.

Simone Ashley, Hero Fiennes Tiffin, Asha Banks, Caleb Cooper and Jack Whitehall also appeared, while comedian Sara Pascoe announced the cast of LOL: Last One Laughing UK comprises Bob Mortimer, Daisy May Cooper, Harriet Kemsley, Joe Lycett, Joe Wilkinson, Judi Love, Lou Sanders, Rob Beckett and Richard Ayoade.

The Upfront also comprised segments on sports, gaming and podcasts.

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