Nearly 70% of total Amazon Prime customers -- 86.3 million (of 128.6 million) -- will access their Prime Video content that is included in their monthly Prime service this year, according to new
estimates from S&P Global Market Intelligence Kagan.When including 4.3 million standalone Prime Video subscriptions (those that don’t have a Prime
membership), total U.S. Prime Video viewing accounts come to 90.6 million. This is up from 89.9 million a year ago.
All in, S&P estimates 85.1 million of all Prime
Video viewing accounts (standalone or part of Amazon Prime) are seeing ads. This is down slightly, 1.4% from 86.3 million a year ago.
S&P reckons the 4.3 million
Prime Video standalone subscribers comprise 3.4 million that are ad-supported, and 850,000 that are ad free. This is 7% higher than last year’s 4.0 million.
Projections are Prime Video advertising revenue will almost double this year versus a year -- to $806 million ($433 million in 2024). Overall yearly revenue, including
subscription fees, is that Prime Video will climb to $5.6 billion in 2025.
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Programming costs -- including high price sports content such as the NFL and NBA -- will
rise to $10.6 billion this year, according to S&P.
Total U.S. Prime paid subscribers are now up 30% in 2025 (128.6 million) from 2020 (99.2 million). It was 127.4
million a year ago. Authors of the report say: “The pandemic initially drove subscriber growth, but this has slowed since 2023.”
Nielsen says Prime Video had a 3.5% share of total TV viewing in May 2025; the same as in May 2024.