Warner Bros. creates immersive advertainment for The Batman
Warner Bros. created an immersive, interactive page on IMDb for the movie The Batman, combining advertising and entertainment with the help of Amazon Ads.
Industry marketing
Entertainment marketing
How can Amazon Ads fit into your marketing strategy? Learn about the advertising solutions we can offer your business to help you engage entertainment audiences, anywhere they spend their time.
Share the whole story
Stories are powerful. Brands make them better by building worlds that fans can become part of. Amazon Ads can help you connect with audiences while they're immersed.
The entertainment industry today
The growth of streaming viewership continues to shape the entertainment industry. This includes the increase in cord-cutters (audiences who switch from pay TV subscriptions to streaming TV (also known as OTT—over-the-top—services) and cord-stackers (audiences who subscribe to both pay TV and streaming TV).
This evolution of the industry extends to theatrical entertainment. Film studios are leaning in to streaming as a distribution method for new film releases, with many studios releasing their movies to streaming services and theaters on the same day.
Trends in entertainment consumption
By 2027, the number of US cord-cutter households is expected to reach 60.3 million.1
of streaming subscribers intend to reduce the number of services they subscribe to in 20242
Revenue in the US cinema market is projected to reach US $20.98 billion in 2024.3
US subscribing households spend an average of $61 per month on four streaming video on demand (SVOD) services4
Challenges facing entertainment brands
An increasingly crowded marketplace
Entertainment brands must put effort toward raising awareness in
order to find viewership for their content. As more and more media companies jumped on the streaming bandwagon, consumers now have a plethora of choices.
Share of attention
Outside of movie and TV content, entertainment brands are also competing with gaming, music, and social media for consumers' attention.
Retaining subscribers
As more options have become available, consumers are making
decisions about how many services they are willing to pay for given rising costs.
Insights for entertainment marketers
On average, 2 in 3 viewers reached by Amazon Streaming TV were not reached by linear.5
monthly users reached across Amazon’s ad-supported Streaming TV offerings.6
50% of movie goers stream Prime Video at least weekly.7
66% of Amazon connected consumers say ads that run on Streaming TV, streaming audio, or connected devices are more impactful.8
Entertainment advertising strategies
Engage relevant entertainment audiences
Amazon’s entertainment lifestyle audiences are interested in certain types of content based on streaming signals across Amazon-supported apps and devices. Combine Amazon audiences with your existing audience sources on Amazon DSP to anywhere they spend their time.
Grow your reach in a native entertainment environment
Use Streaming TV ads to extend the reach of your linear TV campaign to unique, highly engaged viewers. Show up alongside IMDb TV Original hit shows and movies, during live sports, like Thursday Night Football, across the top TV networks and broadcasters, and on the News app on Fire TV.
Sources:
1Insider Intelligence, Feb 2023
2DISQO, Consumer Trends 2024, Nov 2023
3Statista Market Insights, May 2024
4Deloitte Insights Digital Media Trends, March 2024
5Amazon Ads third party incremental reach analysis, Dec 2023
6Amazon Internal, December 2023 and March 2024, US, Unduplicated monthly audience across Prime Video, Amazon Freevee, Twitch, Fire TV Channels, and Amazon Publisher Direct
7GWI Core, U.S., Q1 2023 – Q4 2023, n=98k (U.S. adults), n=13k (Theatrical audience)
8Kantar and Amazon Ads Connected Consumers Study, US, Nov 2022. General Consumers = Represents all 1,000 consumers who participated in the survey. Connected Consumers = Represents a subgroup of General Consumers, including survey respondents who reported owning and using a smart speaker, smart display, smart TV, or streaming device at least once monthly. ACC = Represents a subgroup of Connected Consumers, including survey respondents who: Uses Amazon Music (any device, any tier) OR owns and uses a Fire TV, Fire Tablet, Amazon Echo Show, or uses Prime Video OR owns and uses a Fire TV device (Fire TV Stick, Fire TV Cube, Smart Fire TV) and/or watches Freevee, Twitch, or Prime Video monthly.