Amazon Prime Video is set to join the ranks of streaming platforms vying for advertisers' attention during the upcoming industry 'upfront' market week in May. Following in the footsteps of Netflix's move last year, Amazon Prime Video will host a showcase targeting Madison Avenue during the traditional TV networks' upfront period. This event marks a shift in the landscape as U.S. media companies aim to secure the majority of their commercial inventory for the upcoming programming cycle.
The showcase by Amazon is scheduled for the morning of Tuesday, May 14, a slot previously occupied by Disney's ESPN presentation. The event is expected to highlight various offerings, including Amazon's new ad-supported Prime Video, Prime Video Sports, Twitch, Amazon Freevee, and Amazon Music. Despite earlier speculations about Freevee's future, Amazon's commitment to the platform indicates its continued presence for advertisers seeking to plan their advertising strategies for the upcoming year.
Earlier this year, Amazon introduced an ad-supported version of Prime Video, which was previously ad-free. Subscribers who prefer an ad-free experience can still opt for it, albeit at an additional cost. Netflix is also gearing up for Upfront Week, with a planned immersive experience and presentation on Thursday, May 16.
Other major players in the industry, including NBCUniversal, Disney, Fox, Warner Bros. Discovery, and TelevisaUnivision, are also preparing to engage with advertisers through individual showcases. Paramount Global, on the other hand, has chosen a more personalized approach by opting for smaller, bespoke events to connect with clients and media buyers, a strategy initiated last year.
