In a significant move for Amazon Prime Video, the platform is set to expand its sports offerings in 2025 by adding NBA and WNBA games to its roster. This development builds on the success of the 2024 ad sales milestone, which saw the company exceed internal projections for upfront ad revenue. Danielle Carney, Amazon's Head of US Video and Live Sports Sales, emphasized that this year marks a pivotal transition from focusing on a single sport to embracing multiple sports, including basketball and NASCAR races. The addition of these new events will provide advertisers with more diverse opportunities and enhance Prime Video's position as a leading streaming service.

The upcoming year promises to be transformative for Amazon Prime Video as it diversifies its live sports content. Last year, the platform made strides with Thursday Night Football, marking the third year of an 11-year exclusive deal with the NFL. This experience laid the groundwork for further expansion into other sports. With the inclusion of NBA and WNBA games, Prime Video will offer multiple nights of sports coverage throughout the fall and top-tier live games for most of the calendar year. Additionally, the platform will broadcast five consecutive NASCAR Cup races in May and June and several New York Yankees baseball games.

Danielle Carney highlighted that discussions with advertisers about the NBA have been particularly active. The new studio show associated with NBA games presents enhanced sponsorship opportunities compared to previous NFL broadcasts. Brands will enjoy more consistent and prominent visibility during these events. Carney also noted that Prime Video has proven its reliability through advanced technology and innovative production methods, positioning itself as a reliable partner for advertisers. The platform's ability to leverage Amazon's extensive first-party data offers unique advantages for brands looking to engage with targeted audiences.

Furthermore, the integration of live sports and entertainment programming is becoming more seamless. Popular series like Fallout, Reacher, and The Lord of the Rings are increasingly cross-promoted alongside sports events. This synergy allows advertisers to explore broader opportunities across different types of content. Carney mentioned that the 40 new advertisers who joined last season for Thursday Night Football could potentially expand their involvement into NBA games or other Prime Video offerings.

As Amazon continues to invest heavily in content, the company remains committed to balancing sports and entertainment. Kelly Day, Prime Video's international programming chief, stressed that sports are an integral part of the lineup but do not detract from investments in other programming areas. The company's recent financial filings indicate a 14% increase in spending on TV, movies, and music, reaching $18.9 billion in 2024. Interactive video ads on Prime Video present a prime opportunity for brands to maximize their reach and engagement, leveraging Amazon's robust technological capabilities.

Ahead lies a promising year for Amazon Prime Video, with the expanded sports lineup expected to attract substantial advertiser interest. The platform's strategic pivot towards multi-sport offerings positions it as a formidable player in the streaming market, offering both increased viewership and lucrative advertising prospects. As the company refines its approach to live sports and entertainment, it sets the stage for continued growth and innovation in the coming years.