Netflix and Amazon Join Forces: A Partnership in Streaming Advertising
- adovadotin
- Oct 12
- 3 min read
The streaming advertising landscape just witnessed a seismic shift as Netflix and Amazon announced a groundbreaking partnership that will fundamentally change how advertisers access premium content inventory. This strategic alliance, set to launch in Q4 2025, represents one of the most significant collaborations between two streaming giants in recent years.
The Netflix and Amazon Partnership Details
Starting in the fourth quarter of 2025, advertisers will gain direct programmatic access to Netflix's premium ad inventory through Amazon's Demand-Side Platform (DSP). This integration will be available across 11 major markets, including the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia.
The partnership enables marketers to manage their entire streaming TV planning and buying process through a single platform, eliminating the complexity of managing multiple vendor relationships. As Paul Kotas, Senior Vice President of Amazon Ads, explained: "Our goal is to remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads".
Why This Partnership Matters
Complete Programmatic Coverage
This deal marks a significant milestone for Netflix, as it completes the streaming platform's programmatic availability across all major demand-side platforms. Netflix now partners with The Trade Desk, Google DV360, Microsoft, Yahoo, and Amazon DSP, giving advertisers unprecedented choice in how they access Netflix's 94 million ad-supported monthly users.
Amazon's Expanding Advertising Empire
For Amazon, this partnership solidifies its position as a dominant force in connected TV advertising. The company has systematically built partnerships with major streaming services, including Disney (Disney+, Hulu, ESPN+), NBCUniversal (Peacock), Warner Bros. Discovery (HBO Max), Paramount (Paramount+, Pluto TV), and Roku. "Nearly every streaming service and platform [is now] available to advertisers who use Amazon's DSP".
Advanced Targeting Capabilities
Amazon DSP leverages the company's vast first-party shopping data and sophisticated AI technology to deliver more precise ad targeting. The platform uses advanced automation that streamlines campaign planning, buying, and measurement, while providing sophisticated clean room technology that brings advertisers and publishers closer together.
Strategic Implications for the Industry
Addressing Inventory Oversupply
This partnership comes at a crucial time when Madison Avenue faces an oversupply of connected TV inventory, largely driven by both Amazon and Netflix entering ad-supported streaming. By enabling advertisers to purchase a wider range of programmatic inventory from a single platform, the alliance aims to reduce ad frequency for viewers while improving effectiveness through more precise distribution.
Netflix's Aggressive Ad Growth Strategy
Netflix has been rapidly scaling its advertising business since launching its ad-supported tier. The platform has attracted over 94 million monthly active users on its ad-supported plan, with more than half of new sign-ups in available markets choosing this option. Netflix executives have stated their intention to double the size of the company's ad business by 2025, and this Amazon partnership is expected to support that ambitious goal.
Amazon's $16 Billion Ad Revenue Engine
Amazon's advertising division generated $16 billion in revenue in Q2 2025 alone, demonstrating the massive scale of its advertising operations. The company achieved a significant milestone in 2024 when it began running advertisements across all Prime Video content, alongside securing major sports broadcasting rights including NFL and NBA games.
What This Means for Advertisers
The partnership offers several key advantages for marketers:
Simplified Campaign Management: One platform for planning, buying, and measuring campaigns across multiple streaming services
Enhanced Targeting: Access to Amazon's first-party data and AI-driven optimization tools
Global Reach: Coverage across 11 major international markets
Premium Inventory Access: Direct access to Netflix's highly engaged, global audience
Amy Reinhard, President of Advertising at Netflix, emphasized the partnership's value proposition: "By integrating Amazon DSP and enabling even more advanced capabilities together over time, we're making it easier than ever to connect with Netflix's global engaged audience".
Looking Ahead
This partnership represents more than just a business deal - it signals a fundamental shift in how streaming advertising is evolving. As traditional linear TV continues to lose ground to streaming platforms, these strategic alliances between major players create more efficient, data-driven advertising ecosystems.
The integration launching in Q4 2025 will be closely watched by industry observers, as it could set the precedent for how streaming giants collaborate while maintaining their competitive positions. For advertisers, this partnership promises to simplify the increasingly complex world of connected TV advertising while providing access to some of the most valuable audiences in digital media.
As the streaming wars continue to intensify, this Netflix-Amazon alliance demonstrates that even fierce competitors can find common ground when it comes to unlocking advertising revenue - a trend that will likely define the next phase of the streaming industry's evolution.
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