Amazon Ads and Horizon Media released research indicating that streaming viewers are increasingly consolidating subscriptions into bundled services. The report highlights how AMC Networks utilized Amazon's interactive streaming TV ad formats to improve campaign reach efficiency by 18%.
The shift toward streaming viewer consolidation signals a move away from app-hopping toward centralized hubs like Prime Video and Fire TV. For advertisers, this concentration of attention in premium environments reduces friction, as evidenced by AMC Networks achieving a two-cent average cost per unique reach. The broader ecosystem must now prioritize deep integration within these 'anchor' platforms rather than relying on standalone app discovery. As interactive formats like QR codes and click-to-subscribe become the default, watch for whether independent streamers can maintain direct billing relationships or if they will be forced to concede margin to consolidators to maintain reach.
As the industry moves toward year-round hybrid distribution, these findings highlight the growing importance of platform-native ad experiences. With inaccurate CTV identity data threatening to undermine campaign performance, the move toward authenticated signals within consolidated environments becomes even more critical for maintaining reach efficiency. This trend is further supported by Amazon Ads Agent automation which helps brands unify their streaming and programmatic media buying strategies, a shift also seen as marketers pivot to CTV.
New research from Amazon Ads and Horizon Media reveals that 69% of streaming viewers now prefer staying within a single service per session. This shift toward consolidation signals a move away from app-hopping, forcing advertisers to prioritize deep integration within anchor platforms to maintain reach and reduce friction for consumers.
According to research from Amazon Ads and Horizon Media, 69% of viewers prefer to stay within a single streaming service during a viewing session.
AMC Networks improved their campaign reach efficiency by 18% by utilizing Amazon's interactive ad formats and authenticated signals.
One in five U.S. adults plans to reduce their total number of streaming subscriptions in 2026.
Interactive video ads, which include click-to-subscribe formats, now account for 70% of AMC's streaming TV impressions.
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