**Amazon Claims Prime Video Now Reaches Over 315 Million Viewers Globally**

Amazon has become the latest major ad-supported streaming platform to boast impressive audience numbers, even as these figures continue to come from in-house sources rather than independent measurement services.

The tech giant announced Tuesday that its Prime Video streaming service now reaches more than 315 million people worldwide—a significant jump from the 200 million figure it disclosed in April 2024. According to Amazon, this tally is based on internal data collected over a 12-month period, from September of last year through August of this year.

Notably, Amazon’s disclosure comes just days after Netflix made similar claims about its own audience size, also relying on self-reported data rather than metrics from widely accepted third-party measurement companies. Netflix recently announced it would switch to counting “monthly active viewers,” defined as “members who have watched at least one minute of ads on Netflix per month multiplied by the estimated average number of people within a household.”

Both Amazon and Netflix are pushing to become more competitive with established media companies in the race to capture advertising revenue. While they have proven adept at developing compelling original content, both streamers have far less experience in traditional ad sales compared to longstanding media conglomerates.

Netflix, for example, has been expanding its offering with live specials and sports—a significant departure from its primary focus on scripted dramas, comedies, and movies. These types of programming are typically consumed individually and on-demand, rather than collectively—a dynamic many advertisers still favor.

Amazon’s reported figure represents “an unduplicated average monthly active ad-supported audience” across its suite of programming. This includes both original and licensed shows, live sports and events, and Free Ad-Supported TV (FAST) channels on Prime Video.

“This expanded audience across 16 countries demonstrates our customer-obsessed approach to enhancing the viewing experience while delivering powerful opportunities for brands,” said Jeremy Helfand, Vice President of Prime Video Advertising. “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.”

Ultimately, the only stakeholders who need to buy into Amazon’s numbers are its advertisers and the media agencies representing them. Nonetheless, the numbers underline just how aggressive the competition has become for ad dollars in the streaming wars.
https://variety.com/2025/tv/news/amazon-claims-prime-video-ad-reach-315-million-1236574902/