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, providing insights into the strategies of advertisers representing more than $3.7B in annual CTV ad spend. Previously, Prime Video was a blind spot for advertisers, but with the latest update to 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 a broader view, the Live Sports Streaming solution captures ad spend and creative data across exclusive sports events and live programming on Prime. These solutions together deliver a more complete picture of the streaming ecosystem, highlighting Prime’s momentum and the shifting dynamics shaping the future of CTV advertising.

The Three Pillars of Prime’s Growth Strategy

Prime Video’s growth is driven by three deliberate pillars, each creating unique advertising dynamics:

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  Original programming that builds loyalty and culture. Flagship originals like The Boys, Reacher, and The Lord of the Rings: The Rings of Power foster deep fan loyalty and brand-safe reach, offering advertisers a sticky environment rare outside live events.

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  Third-party licensing that expands the library and broadens reach. By adding TV shows and film catalogs from external studios, Prime appeals to diverse demographics, making it a foundation for always-on campaigns that reach varied audiences.

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  Sports rights that drive live, appointment-based viewing. Prime’s investment in live sports rights, such as the NFL and NBA, provides advertisers with guaranteed mass reach in real time, creating cultural moments that were once the domain of linear TV.

These pillars give Prime a unique balance of loyal fandom, broad household reach, and real-time cultural relevance, making it a dynamic and strategic platform in today’s CTV landscape.

Driving Impact on CTV: How Prime Advertisers Do It

Prime’s value lies in how advertisers use it to drive results. Households with Prime Video spend 22% more in the Amazon store than those without, creating a measurable link between ad exposure and purchase unique to Amazon. This commerce connection explains the success of categories like CPG and retail on Prime, where advertisers create shoppable moments that drive both brand lift and conversion.

Brands can tailor their campaigns to the channel that best drives results:

• ​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.

Leading brands such as KFC, Lexus, Red Bull, and Dove have already leveraged these opportunities.

To keep up with evolving CTV strategies, advertisers need benchmarking across Prime’s ad offerings and comparisons with other major streaming players like Hulu, Disney+, and Netflix. It’s also important to understand how CTV spend complements linear, social, and digital video to drive business outcomes.

Closing the Blind Spot with MediaRadar

Previously, advertisers lacked a complete view of spend across Prime’s advertising pillars. With MediaRadar’s latest expansion, spend, occurrence, and creative metadata are now tracked across Prime Video’s Originals, licensed content, and live sports. This enables apples-to-apples comparisons across the AVOD ecosystem, including Hulu, Disney+, and Netflix, providing insight into platforms where spend is usually hidden.

MediaRadar’s Live Streaming Sports solution also allows advertisers to see how sports ads and 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, clients gain clarity to navigate complexity, scale to benchmark effectively, and intelligence to stay ahead.

Expanding Across MediaRadar Marketing Intelligence

The new solution strengthens MediaRadar’s capabilities across 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, identifying 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 need complete visibility. MediaRadar provides a competitive and commerce-connected view of Prime alongside other major platforms. Whether benchmarking against rivals, reallocating budgets, or tracking creative across campaigns, MediaRadar delivers the intelligence to plan with confidence in a rapidly evolving market.