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According to Amazon, ad-supported streaming video content reaches more than 120 monthly users every month on Monday.
The company said it had increased from 20 million monthly viewers of this content in January 2020. Twitch is a key driver of growth – even though Amazon acquired the company in 2014, it only recently added ad inventory to its programmatic advertising platform on Twitch. Inventory previously had to be bought more manually.Twitch is best known as the platform where video gamers live stream their gameplay to a large audience.
Other ad-supported video content from Amazon includes live sports such as Thursday Night Football, IMDb TV, third-party apps, and Amazon’s news apps. The number of monthly users refers to US viewers who viewed Amazon’s over-the-top ad-supported content on any device.
The company released a hot earnings report for its advertising business: Amazon’s “Other” unit, which consists primarily of advertising but also includes sales related to other service offerings, increased revenue 77% year over year to over 6.9 billion US dollar first quarter, the company reported on Thursday.
Amazon made the announcement ahead of its very first presentation at IAB NewFronts. The Spring NewFronts are the digital media that take over the traditional TV aspects when advertisers have traditionally tied up a large portion of their annual TV spending. During NewFronts, online publishers, platforms, and other companies will host presentations and parties to introduce media buyers to their programs, audience data, and tools.
A 2020 report by eMarketer said that CTV ad revenue from YouTube, Hulu, and Roku account for roughly half of all U.S. CTV ad revenue. Of the remaining half, they said a large proportion will likely go to Amazon with its apps on the Fire TV operating system as well as on IMDb TV.
The e-commerce giant unveiled some of its branding initiatives at the IAB’s annual leadership meeting in March. Alan Moss, vice president of global ad sales, said that with a number of IMDb TV Originals launching this year, product integration and branded content opportunities will be offered to help advertisers “make their brand real.” to align with cultural moments and genre topics “.
The company plans to launch a standalone app for IMDb TV on Android and iOS devices this summer. Amazon said Monday that IMDb TV saw viewership grow 138% year over year and that 62% of viewers are between 18 and 49 years old. It is said that viewers of the service spend an average of five and a half hours per week watching.
The company also announced a range of new content for IMDb TV. Amazon announced on Monday that it will start streaming Thursday Night Football games only from 2022, having previously announced that it will start streaming games only from 2023.