Amazon unveils 17 million monthly Prime Video ad reach in first German upfront

Amazon held its first promoting upfront occasion in Germany on June 4, 2025, in Cologne, saying that Prime Video maintains a mean month-to-month ad-supported attain of greater than 17 million clients within the German market. The determine represents a major milestone for Amazon’s streaming promoting enterprise in Europe’s largest economic system.

In keeping with Nicole Metz, Regional Content material Advertising and marketing Supervisor for Germany, the occasion introduced collectively advertising and marketing leaders, leisure executives, and expertise professionals alongside Prime Video expertise and digital creators. The gathering demonstrated Amazon’s dedication to increasing its promoting infrastructure within the German market by new advert codecs and enhanced focusing on capabilities.

The 17 million month-to-month viewer metric positions Prime Video as a serious participant in Germany’s streaming promoting panorama. In keeping with PPC Land, streaming providers have skilled substantial development throughout European markets, with 77% of Germans now using video streaming services weekly. This represents a 7 proportion level year-over-year improve, indicating accelerated adoption of streaming platforms over conventional tv.

Amazon’s inside information revealed that 95% of Prime Video viewers in Germany made purchases on Amazon throughout the earlier three months. These viewers spend 75% greater than the typical Amazon buyer, demonstrating the industrial worth of the streaming platform’s promoting stock. The buying conduct information helps Amazon’s technique of integrating commerce indicators with leisure content material to create focused promoting alternatives.

The occasion showcased a number of outstanding German leisure personalities. Anke Engelke and Bastian Pastewka, stars of Prime Video unique collection “Perfekt Verpasst” and movie “Fabian und die mörderische Hochzeit” respectively, appeared on the upfront. Alicia von Rittberg and Kostja Ullmann from the upcoming Prime Video unique collection “Miss Sophie – Similar Process As Each Yr” additionally participated.

Forged members from the internationally profitable Prime Video unique collection “Maxton Corridor – Die Welt zwischen uns” attended the occasion. Sports activities personalities included four-time UEFA Ladies’s Champions League winner Josephine Henning and FIFA World Cup champion Benedikt Höwedes. The various expertise roster displays Amazon’s content material technique spanning leisure, sports activities, and native productions.

Amazon introduced that interactive video advertisements and pause advertisements will launch in Germany in September 2025. These codecs permit audiences to buy, study extra, or add gadgets to their cart with out leaving the streaming expertise. The interactive capabilities reply to voice instructions, clicks, or QR codes, enabling direct connections between content material consumption and buy actions.

The expertise addresses a key problem in streaming promoting: bridging the hole between consciousness and motion. Conventional video promoting usually requires viewers to recollect manufacturers and search them out later. Amazon’s interactive codecs try to get rid of this friction by enabling rapid response mechanisms throughout the streaming surroundings.

The corporate demonstrated a profitable marketing campaign instance that includes style home Yves Saint Laurent’s collaboration with Twitch streamer HoneyPuu. The partnership launched Black Opium Le Parfum Glitter by an interactive livestream the place HoneyPuu built-in the perfume authentically into her content material. The marketing campaign achieved a 28% increase in model favorability and 15% improve in buy intent, significantly amongst beauty-focused grownup Technology Z audiences.

This case examine illustrates Amazon’s broader technique of connecting conventional promoting with digital creator content material. Twitch has become a significant platform for authentic brand integration, with gaming and leisure content material displaying significantly robust engagement charges when mixed with focused promoting.

Amazon Advertising and marketing Cloud powered AEG’s full-funnel marketing campaign, which translated digital promoting into measurable offline gross sales will increase. The marketing campaign achieved elevated income on Amazon, clear uplift in buy intent, and spectacular return on advert spend for offline gross sales. The outcomes display Amazon’s potential to attach digital promoting publicity with real-world buying conduct throughout a number of channels.

The measurement capabilities symbolize a major benefit for advertisers looking for accountability throughout their media investments. In keeping with Amazon’s information, 80% of Amazon Advertisements clients in Europe who invested in Prime Video advertisements throughout the first six months after launch booked extra campaigns within the following half-year interval. This retention price suggests robust advertiser satisfaction with streaming promoting efficiency.

The German upfront happens amid vital modifications in Amazon’s broader promoting technique. Amazon completely withdrew from Google Shopping advertising across global markets between July 21-23, 2025, earlier than resuming campaigns in international markets while maintaining withdrawal from the United States. The strategic experiment demonstrates Amazon’s confidence in different buyer acquisition channels, together with its personal streaming promoting stock.

Amazon’s streaming promoting enlargement coincides with broader business developments. Netflix announced availability through Amazon DSP starting Q4 2025, offering advertisers with entry to premium streaming stock throughout a number of platforms by Amazon’s demand-side platform. The partnership covers 11 worldwide markets together with Germany, indicating Amazon’s rising function as an promoting expertise supplier past its personal media properties.

The German market represents a vital testing floor for Amazon’s promoting improvements. Nielsen launched Connected TV tracking capabilities in Germany beginning August 2025, protecting main platforms together with Amazon Prime Video, Netflix, and YouTube. The measurement infrastructure helps advertiser demand for cross-platform aggressive intelligence and efficiency optimization.

European streaming information reveals concentrated viewing patterns that create each challenges and alternatives for advertisers. In keeping with analysis from the European Audiovisual Observatory, lower than 0.1% of accessible content material accounts for roughly 14% of whole viewing time throughout main streaming platforms together with Amazon Prime Video. This focus means that premium promoting placements inside standard content material can obtain disproportionate attain.

Amazon’s promoting expertise infrastructure continues increasing by partnerships and acquisitions. Disney inventory became available through Amazon DSP in June 2025, offering entry to Disney+, ESPN, and Hulu platforms. These integrations place Amazon DSP as a complete resolution for streaming tv promoting throughout a number of premium content material suppliers.

The corporate’s programmatic guaranteed deals for Prime Video, launched in August 2024, present advertisers with assured stock supply whereas sustaining programmatic effectivity advantages. The providing consists of Run of Service offers, contextual focusing on primarily based on content material genres, and audience-based campaigns utilizing Amazon’s first-party information segments.

Amazon actor Aldis Hodge mentioned his function in “Cross,” the Prime Video thriller collection the place he performs detective Alex Cross, emphasizing the platform’s funding in unique content material manufacturing. The programming technique helps promoting stock high quality by guaranteeing constant content material circulation and viewers engagement throughout totally different content material classes.

The primary Amazon Advertisements Upfront in Germany indicators the corporate’s long-term dedication to the European promoting market. Amazon reported $15.7 billion in promoting providers income for Q2 2025, representing 22% development in comparison with the earlier yr. The German upfront positions Amazon to seize extra market share through the essential This autumn promoting interval when vacation campaigns sometimes drive elevated spending.

Amazon’s method emphasizes the combination of leisure content material with commerce capabilities. The technique leverages the corporate’s distinctive place as each a serious e-commerce platform and streaming content material supplier. This twin function allows promoting options that join content material consumption with buy conduct, creating measurable enterprise outcomes for advertisers.

The occasion’s timing coincides with conventional tv’s declining affect in Germany. Daily viewership of public broadcasters ARD and ZDF dropped to 39%, with weekly viewership at 73%, indicating substantial erosion of linear tv’s dominance. This shift creates alternatives for streaming platforms to seize promoting budgets beforehand allotted to conventional media.

Amazon’s German upfront represents a strategic milestone within the firm’s European enlargement. The 17 million month-to-month viewer metric gives a basis for advertiser confidence whereas new interactive codecs promise enhanced engagement capabilities. The mix of content material funding, expertise growth, and measurement infrastructure positions Amazon as a major drive in Germany’s promoting panorama.

Timeline

Abstract

Who: Amazon Advertisements held its inaugural German upfront that includes advertising and marketing leaders, leisure executives, Prime Video expertise together with Anke Engelke, Bastian Pastewka, and sports activities personalities like Josephine Henning and Benedikt Höwedes.

What: Amazon introduced Prime Video’s 17 million month-to-month ad-supported attain in Germany, revealing that 95% of viewers buy on Amazon and spend 75% greater than common clients, whereas unveiling interactive advert codecs launching September 2025.

When: The primary German Amazon Advertisements Upfront occurred on June 4, 2025, in Cologne, with interactive promoting codecs scheduled for September 2025 launch.

The place: The occasion occurred in Cologne, Germany, focusing on the nation’s 17 million month-to-month Prime Video viewers and the broader European promoting market.

Why: Amazon goals to determine Germany as a key marketplace for streaming promoting, leveraging the declining conventional TV viewership and rising streaming adoption to seize promoting budgets by enhanced focusing on and interactive capabilities.