The news: Amazon's streaming service is on track to surpass YouTube as the top connected TV (CTV) advertising platform by 2027, per Morgan Stanley as cited by Business Insider.
- Prime Video’s ad revenue growth outpaces YouTube’s, fueled by turning on ads by default for most users, creating a robust ad ecosystem.
- Amazon’s $15.7 billion ad business grew 23% YoY in Q2 2025, signaling rising advertiser confidence. YouTube’s ad revenues hit a record $9.8 billion in Q2, up 13% YoY, per Variety.
Amazon has focused on CTV as a key advantage of its pitch to advertisers, highlighting Prime Video, Fire TV, and its purchase data, Ashwin Navin, CEO of measurement firm Samba TV, told Business Insider.
- Unlike YouTube—which bundles CTV ads within a broader platform—Amazon offers a clear, brand-safe environment with high-impact, shoppable ad formats. This appeals to marketers seeking premium inventory and precise targeting.
- Amazon’s Fire TV ecosystem, with 200 million devices installed, per Omdia, strengthens its CTV foothold beyond Prime Video alone.