Amazon Claims 120M Homes Monthly For Its OTT Video Business

Following up on general viewing data of its Prime Video service, Amazon now says that for all of its ad-supported OTT video businesses -- including Fire TV, Twitch and other organic viewership -- it took in 120 million average viewers a month in January.

Amazon made the announcement during the IAB NewFronts.

Selling advertising on all its OTT video businesses, Amazon says OTT advertising now appears on IMDb TV, Twitch, the 3P network, the broadcast streaming app/platforms and Amazon’s News app.

In addition, ads will appear on the upcoming “Thursday Night Football” from the NFL. Previously, the 10-year deal — which cost Amazon more than $1 billion, according to industry estimates — was to start in 2023. It will now begin for the 2022 season.

A week ago in a rare press release about Prime Video viewing, founder-CEO of Amazon Jeff Bezos said of the 200 million Amazon Prime households, “over 175 million have streamed shows and movies in the past year, and streaming hours are up more than 70% year over year.” He did not elaborate on other audience specifics.



Amazon also says its IMDb TV channel, has seen a 138% increase in viewership year-over-year, and a 62% hike in IMDb TV viewers age 18-49. The actual number of viewers were not revealed.

The company adds IMDb TV viewers spend 5.5 hours per week on average on the free ad-supported streamer.

Amazon says it will continue expanding the distribution of the IMDb as a stand-alone app. It will launch this summer on mobile — both on Android and iOS devices.

3 comments about "Amazon Claims 120M Homes Monthly For Its OTT Video Business".
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  1. John Grono from GAP Research, May 4, 2021 at 6:22 p.m.

    The US Census Bureau has the number of homes in the US as c. 140m, of which Amazon claims 120m, which represents an 86% penetration rate.   Further, estimates of homes without internet access are in the 6%-7% range.

    Can more learned people than my Antipodean self comment as to the whether that penetration rate accords with their experience and knowledge?

  2. Ed Papazian from Media Dynamics Inc, May 4, 2021 at 6:54 p.m.

    John, I think they are referring to individual, members --not households. Last time I looked at the data they were claiming about 150 million members for 2021, which means that their penetration of the adult population is roughly about half. As for the monthly reach figure, it, too, must be for individuals and means that---according to them---about 80% of their prime members "watch" at least one video per month. Meter type studies indicate that despite Amazon Prime's huge subscriber base that it lags way behind Netflix and HULU when it comes to share of streaming hours "viewed".

  3. John Grono from GAP Research, May 4, 2021 at 7:14 p.m.

    Thanks Ed.   The lede referred to 'Homes' hence my query.

    Wayne can you please clarify?

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