#audience-reach

#audience-reach

YouTube economics are challenging for broadcasters to make a positive return on premium content - advertising pricing is significantly lower than linear and Broadcaster-Video-On-Demand. Fewer adverts are served, and the platform takes a large share of the revenue. This means that broadcasters can expect to earn much less for every hour of content viewed on a video sharing platform than on their own VoD service.

That's a line that will drive the linear hardcore into testing the more addressable medium. Easing these concerns, the study compared the reliability of each platform in delivering what was paid for. BVOD was found to be the least risky of all video channels, delivering 20% variance compared with the median return. This was closely followed by linear TV with a variability of 24%.

Retail media advertising's popularity has surged over the past few years, with many retailers increasing their investments in this space as others venture into retail media for the first time. There are now more than 200 retail media networks in various states of growth or stasis, according to data from Mimbi. However, while retail media remains one of the fastest-growing areas of advertising, maintaining that growth is becoming harder to achieve.

The step-up was announced Tuesday at unBoxed, the annual Amazon Ads event, being held this year in Nashville, TN. The 315 million figure represents an unduplicated average monthly active ad-supported audience across original and licensed series and films, live sports and events, and free, ad-supported live channels on Prime Video. The reach estimate is based on Amazon internal data from September 2024 to August 2025, "with some locale-specific time-frame variations based on launch dates," the company explained.