The news: Amazon’s advertising and media businesses continue to expand, with notable developments across sports, live news, and strategic partnerships, positioning the company as a growing force in the media landscape.

By the numbers:

• Advertising revenues: $14.3 billion, a 19% increase YoY.
• Prime: Subscription services revenues, including Prime memberships, reached $11.2 billion, up 11% from the prior year.

Sports and streaming synergies: Amazon Prime Video’s NFL Black Friday broadcast and upcoming NBA coverage reflect its investment in high-profile sports content.

• NFL games attract younger, affluent viewers, with Prime’s Thursday Night Football audience averaging 82 minutes of viewing time, exceeding league averages.
• Amazon’s planned NBA studio will offer brands interactive ad opportunities, bringing Amazon closer to traditional sports broadcasting networks.
• Shoppable ads on NFL broadcasts have driven 10x higher engagement than standard ads, making sports coverage a “content-to-commerce” powerhouse. Amazon is building on this by introducing similar engagement-driven features like X-Ray and shoppable content for its NBA broadcasts.

Looking forward: Amazon is also jumping into live news, with former NBC anchor Brian Williams leading its presidential election night coverage. The company says it will use tech features and a custom-built studio, which could draw younger, digital-first audiences.

Another notable recent move is Amazon’s minority stake in Spotter, a company that supports creators through capital, community, and AI tools. This asset could help direct more creator content to properties like Prime Video, Twitch, and Amazon Live. Spotter’s creator portfolio reaches over 88 billion monthly watch-time minutes.

Why it matters: Amazon is positioning itself as a major media player by blending ecommerce with digital engagement, building a distinct ecosystem that appeals to advertisers seeking dynamic, engaged audiences. This approach, focused on sports, live content, and the creator economy, could challenge traditional networks.

Our take: Amazon’s media expansion, spanning sports, live news, and the creator economy, capitalizes on its ability to integrate commerce with content in ways that redefine audience engagement.

• Election night coverage, NBA events, and NFL games indicate Amazon’s appeal to advertisers traditionally aligned with legacy networks.
• Partnering with Spotter strengthens Amazon’s foothold in the creator space, providing opportunities for traditional ad placements and influencer-driven campaigns.
• With its tech assets and interactive ad options, Amazon is evolving into a fully integrated media powerhouse.