Amazon says advertising on Prime Video now reaches 315 monthly viewers, up from 200 million in April 2024.

The step-up was announced Tuesday at unBoxed, the annual Amazon Ads event, being held this year in Nashville, TN.

The 315 million figure represents an unduplicated average monthly active ad-supported audience across original and licensed series and films, live sports and events, and free, ad-supported live channels on Prime Video. The reach estimate is based on Amazon internal data from September 2024 to August 2025, “with some locale-specific time-frame variations based on launch dates,” the company explained.

The stat reveal comes a few days after streaming rival Netflix updated its methodology and announced it has 190 million monthly viewers.

As with most aspects of Big Tech, the ad reach figures are self-reported and do not come from third-party measurement firms like Nielsen, as is the case for traditional media players like Disney or Paramount.

Prime Video debuted ads on all programming, including originals, in 2024. It offered subscribers the chance to skip ads by opting into a premium tier. The company has been on the march with its video ad effort, ramping up a major upfront event in New York each May and announcing a string of deals for its demand-side platform. Live sports has been a key draw, with the NBA joining the NFL in the streaming giant’s lineup.

In the third quarter, total ad revenue across all of Amazon jumped 24% from the year-earlier period, reaching $17.7 billion. The company does not break out ad revenue or other metrics for Prime Video in its financial statements.

Jeremy Helfand, VP of Prime Video Advertising, called the 315 million figure “a transformative milestone” for the company. “This expanded audience across 16 countries demonstrates our customer-obsessed approach to enhancing the viewing experience while delivering powerful opportunities for brands,” he added. “We’re just beginning to unlock what’s possible when premium entertainment, engaged viewers, and innovative ad-tech converge with relevant and performant advertising at this unprecedented scale.”

Prime Video has now launched advertising in 16 countries. Along with the U.S., the roster includes Australia, Austria, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, New Zealand, The Netherlands, Spain, Sweden, and the UK.