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Amazon's Prime Video Gains Momentum with NBA Partnership and Ad-Supported Tier
ByAinvest
Wednesday, Oct 1, 2025 6:27 pm ET1min read
Amazon's Prime Video recorded the strongest year-over-year growth among streaming services in August 2025, with a 26% increase in viewership to 3.9%. The addition of NBA games and an ad-supported default tier are key drivers of growth, positioning Prime Video to draw in a broader audience and unlock incremental advertising revenue opportunities. With these catalysts in place, Prime Video has the potential to accelerate its market share gains, positioning Amazon as a stronger competitor in the evolving streaming ecosystem.
Amazon's Prime Video recorded its most robust year-over-year growth among streaming services in August 2025, with a 26% increase in viewership to 3.9%. This significant growth can be attributed to several strategic moves by Amazon, including the addition of NBA games and the introduction of an ad-supported default tier [1].The inclusion of NBA games has been a key driver of growth, attracting a broader audience to Prime Video. This move aligns with Amazon's strategy to expand its content offerings and appeal to a wider range of viewers. Additionally, the introduction of an ad-supported default tier has positioned Prime Video to unlock incremental advertising revenue opportunities. This tier allows users to access Prime Video content without a subscription, but with ads, potentially drawing in more users and increasing viewership [1].
With these catalysts in place, Prime Video has the potential to accelerate its market share gains. By offering a more accessible and diverse content library, Amazon is positioning itself as a stronger competitor in the evolving streaming ecosystem. This growth not only enhances Amazon's overall streaming presence but also strengthens its position as a major player in the entertainment industry [1].
The addition of NBA games and the ad-supported tier are strategic moves that demonstrate Amazon's commitment to diversifying its content offerings and increasing user engagement. These developments suggest that Prime Video is poised for continued growth and success in the competitive streaming market.
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