From Originals to Live Sports: What MediaRadar’s New Amazon Insights Illuminate About the Evolving CTV Landscape

MediaRadar has expanded its coverage to include Amazon’s Prime Video—shedding light on the competitive and creative strategies of advertisers representing more than $3.7B in annual CTV ad spend.

Until now, Prime Video was a blind spot for advertisers—one of the fastest-growing CTV environments, but with spend largely hidden. Our latest update to MediaRadar 360 changes that. In the first half of 2025 alone, over 4,500 brands invested in Prime Video, positioning it alongside Hulu, Netflix, and YouTube as a top-tier destination for premium streaming advertisers.

Within MediaRadar 360, clients can now analyze advertiser activity across Prime Video’s Originals and licensed programming, gaining deeper insight into creative strategies, spend trends, and category movement across the platform.

For those seeking an even broader view of Prime’s impact, our Live Sports Streaming solution offers an added layer of intelligence—capturing ad spend and creative data across exclusive sports events and live programming on Prime.

Together, these solutions deliver a more complete picture of the streaming ecosystem. Highlighting not only Prime’s momentum, but also the shifting dynamics shaping the future of CTV advertising.

The Three Pillars of Prime’s Growth Strategy

Prime Video’s surge isn’t accidental. It’s the product of three deliberate growth pillars—each of which creates unique advertising dynamics. With MediaRadar’s expanded coverage, clients can finally see how spend flows across these environments and act on it.

• Original programming that builds loyalty and culture. Flagship originals like The Boys, Reacher, and The Lord of the Rings: The Rings of Power don’t just draw viewers in—they keep them coming back, season after season. For advertisers, these environments deliver brand-safe reach alongside deep fan loyalty, the kind of stickiness that’s rare outside live events.
  
  
• Third-party licensing that expands the library–and broadens reach. By layering in beloved TV shows and film catalogs from external studios, Prime ensures that there’s always something for every household. This licensing strategy broadens reach across demographics, from families streaming animated favorites to fans catching up on legacy franchises. For brands, that breadth makes Prime less of a “one-show wonder” and more of a foundation for always-on campaigns that meet diverse audiences where they are.
  
  
• Sports rights that drive live, appointment-based viewing. Prime has invested heavily in live sports rights—from the NFL to the NBA—cementing its place in the future of sports media. These deals give advertisers guaranteed mass reach in real time, the kind of cultural moments that linear TV once monopolized. As AdExchange noted, by making sports the centerpiece of its Upfront pitch, Amazon has differentiated itself from competitors on both scale and engagement.

Taken together, these pillars give Prime a unique balance of loyal fandom, broad household reach, and real-time cultural relevance. For advertisers, that makes it one of the most dynamic and strategic platforms in today’s CTV landscape.

Driving Impact on CTV: How Prime Advertisers Do It

Prime’s rapid growth is impressive, but its real value lies in how advertisers are using it to move the needle. Prime connects media exposure directly to commerce: households with Prime Video spend 22% more in the Amazon store than those without, creating a measurable link between ad exposure and purchase that is unique to Amazon.

That commerce connection explains why we see categories like CPG and retail are thriving there. These successful advertisers on Prime doesn’t just build awareness—they create shoppable moments, where consumers can move seamlessly from watching to buying in just a few clicks, using every impression to drive both brand lift and conversion.

Across Amazon’s many properties, we see the opportunities for brands to pair their campaign to the channel that best drives results based on their goals: 

• Always-on performance campaigns that move products and drive repeat sales across the Prime Video library.
  
  
• High-impact awareness campaigns tied to Originals and marquee Live Sports moments.

It’s a combination that has already attracted leading brands like KFC, Lexus, Red Bull, and Dove.

How are you keeping up with brands’ ever-evolving CTV strategies? A clear answer requires benchmarking across Prime’s wide range of ad offerings while also comparing performance against other major streaming players like Hulu, Disney+, and Netflix. And it also requires putting streaming in the context of the full-funnel marketing mix—understanding how CTV spend complements linear, social, and digital video to drive real business outcomes.

Closing the Blind Spot with MediaRadar

Until now, advertisers lacked a complete view of how spend flowed through Prime across all of its advertising pillars. With our latest expansion—and continued innovation in video capture—MediaRadar now tracks spend, occurrence, and creative metadata across Prime Video’s Originals, licensed content, and live sports. This apples-to-apples comparison across the AVOD ecosystem—including Hulu, Disney+, and Netflix–finally gives advertisers insight into so-called “non-disclosure apps” where spend is usually hidden, creating major gaps in most marketing intelligence.

In addition, MediaRadar’s recent launch of our Live Streaming Sports solution ensures advertisers can see how sports ads and their corresponding spend differ across streaming platforms and linear services, closing another major blind spot in the $100B+ streaming market.

For clients, this means:

• True competitive benchmarking: See how others are investing in Prime and across the broader streaming landscape.
  
  
• Smarter budget decisions: Rebalance spend with confidence across platforms and channels.
  
  
• A full-funnel view: Place Prime campaigns in context with linear TV, social, and digital video to understand how dollars work together to drive results.

By adding Prime Video to MediaRadar’s Marketing Intelligence platform, we’re giving clients the clarity to navigate complexity, the scale to benchmark effectively, and the intelligence to stay ahead.

Expanding Across MediaRadar Marketing Intelligence

The new solution strengthens MediaRadar’s capabilities across our core intelligence pillars:

• Competitive Intelligence: Benchmark investment across Originals, licensed libraries, and live sports—and see which brands are scaling fastest in streaming and CTV.
  
  
• Commercial Intelligence: Spot new advertisers and categories moving into Prime Video’s Originals, third-party content, and sports programming.
  
  
• Creative Intelligence: Track how brands execute campaigns and amplify positioning across different Prime environments and identify creative strategies that break through.
  
  
• Market Intelligence: Understand macro shifts fueling streaming ad growth, from cultural tentpoles in Originals to the rising role of licensed content and the dominance of live sports.

The Future of Streaming Ad Intelligence

As Prime Video reshapes the streaming landscape, advertisers can’t afford to make decisions based on partial visibility. With MediaRadar, you gain the complete, competitive, and commerce-connected view of Prime alongside every other major platform. Whether you’re benchmarking against rivals, reallocating budgets, or tracking creative across campaigns, MediaRadar delivers the intelligence to plan with confidence in a market that shows no signs of slowing down. 

Explore our press release on live sports expansion and register for our upcoming State of the Industry webinar to see how we’re helping brands, agencies, and publishers stay ahead in streaming advertising.

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