Amazon reveals a monthly reach of 17 million viewers for Prime Video ads in their initial German advertising event
In a significant move to capitalise on the shifting viewership patterns in Germany, Amazon Prime has announced its ambitious plans to establish the country as a key market for streaming advertising. This strategic move comes as linear television's dominance erodes, creating opportunities for streaming platforms to capture advertising budgets previously allocated to traditional media.
According to recent data, 77% of Germans now use video streaming services weekly, representing a 7 percentage point year-over-year increase. Prime Video, one of the leading streaming platforms, maintains an average monthly ad-supported reach of more than 17 million customers in the German market.
Amazon Prime's approach is twofold. Firstly, the company has introduced guaranteed deals for Prime Video ads across European markets, including Germany, in August 2024. Secondly, Amazon held its first advertising upfront event in Germany on June 4, 2025, in Cologne, marking a strategic milestone in Amazon Prime's European expansion.
The event emphasised the integration of entertainment content with commerce capabilities, a unique selling point for Amazon Prime. It also announced the availability of Netflix through Amazon's Demand-Side Platform (DSP) starting Q4 2025, and Disney inventory becoming available through Amazon DSP in June 2025, providing access to Disney+, ESPN, and Hulu platforms.
Interactive video ads and pause ads, scheduled to launch in Germany in September 2025, are set to revolutionise the streaming advertising landscape. These ads allow audiences to shop, learn more, or add items to their cart without leaving the streaming experience, offering a seamless integration of shopping and entertainment.
The success of this strategy is evident in the spending habits of Prime Video viewers in Germany. A staggering 95% of these viewers made purchases on Amazon within the previous three months, spending 75% more than the average Amazon customer.
Notable personalities such as Anke Engelke, Bastian Pastewka, Alicia von Rittberg, Kostja Ullmann, Josephine Henning, and Benedikt Hoewedes attended the upfront event. Amazon demonstrated a successful campaign example featuring fashion house Yves Saint Laurent's collaboration with Twitch streamer HoneyPuu.
As Nielsen launches Connected TV tracking capabilities in Germany beginning August 2025, it will be interesting to see how these trends continue to evolve. With Amazon Prime's strong performance in the advertising sector, it seems the company is well-positioned to capture additional market share during the crucial Q4 advertising period.
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