Amazon Upfront signals the next era of streaming TV

For decades, linear TV was the top choice for brands looking to build awareness at scale. But consumer behavior is shifting fast. As viewers move from traditional cable to streaming platforms, Streaming TV (STV) is fundamentally changing not only how we watch, but how we shop—and how brands connect with consumers.

Amazon’s Upfront 2025 event in New York City put a spotlight on this transformation. In front of an audience of advertisers and partners, Amazon showcased new investments in content, live sports, ad technology, and shoppable formats that are redefining what’s possible on the biggest screen in the house.

Streaming TV is now the performance channel brands have been waiting for

The data is clear: U.S. viewers are spending more time with Streaming TV (STV)—projected to reach over 3.5 hours per day by 2026, a 31% jump from just a few years ago. Meanwhile, linear TV ad spend continues to decline, while CTV is on track to surpass $33 billion USD by 2025 and overtake linear TV by 2028. This isn’t just a shift in where consumers watch; it’s a fundamental change in how brands reach and influence them.

Amazon is leading this evolution. With more than 300 million ad-supported viewers across its platforms and Prime Video alone engaging over 130 million each month, Amazon has built a streaming ecosystem where entertainment and commerce are inseparable. Notably, 88% of Prime Video viewers also shop on Amazon, making the jump from watching to buying nearly frictionless.

Shoppable moments and measurable outcomes—at scale

Amazon’s growing portfolio of live sports—including exclusive NBA matchups, WNBA, and NASCAR—brings passionate, engaged audiences right to advertisers’ fingertips. But the real innovation will be what happens during the game: Amazon announced a new AI-powered streaming format featuring pause ads that are contextually aware and timed to the scene as well as interactive shoppable ads that use live Amazon data—think reviews, deals, and delivery info—to convert interest to action instantly.  

Advertisers can reach viewers at the most impactful moments and viewers can shop directly from their remotes as they watch, making the path from brand exposure to purchase shorter than ever. This is where Streaming TV moves from a branding tool to a performance driver. For brands, this means every campaign can drive real results, not just impressions.

Smarter targeting, unified measurement, and less fragmentation

Amazon’s investments go beyond creative formats. New tools like the upcoming Amazon DSP experience, combined with existing solutions such as the Amazon Publisher Cloud and Amazon Marketing Cloud enable brands to match their first-party data for more precise targeting—without sacrificing privacy. The upcoming launch of Complete TV will bring unified planning and measurement across streaming and linear channels, helping brands optimize reach, manage spend, and clearly see the impact of their investments.

This level of closed-loop measurement answers questions that linear TV never could:

• Did the person who saw your ad actually buy your product?

• Which audience segments delivered the strongest results?

• How does video exposure drive omnichannel shopping behavior?

The competitive landscape is not to be forgotten: Every platform wants a seat in the living room

Amazon isn’t alone in chasing this opportunity. Walmart’s acquisition of Vizio and its plans for shoppable ads, Instacart’s partnership with NBCUniversal, and Kroger’s integration with Roku all point to a future where TV is not just for entertainment, but for commerce. Each of these platforms is building ways to link ad exposure to real-world sales—whether online or in-store—making the living room the new commerce battleground.

STV is more than a new screen—it’s a new strategy

The evolution of STV isn’t just about following viewers to where they watch. It’s about using data, creative, and technology to turn TV from a reach vehicle into a performance channel. Brands that embrace this shift can optimize spend, refine targeting, and prove ROI in ways that were never possible with linear TV.

For brands partnering with Flywheel, this means new ways to meet consumers in moments of attention, guide them from discovery to purchase, and measure every step of the journey. The living room is no longer just a place to watch—it’s where commerce happens.  

Hungry for more on the future of brand-building and measurement rooted in Amazon’s STV ecosystem? Join Flywheel , Amazon Ads, and leading brands like BIC, Bayer, and Colgate-Palmolive in NYC on May 28^th for the next edition of Coffee & Commerce—a closed-door, unfiltered session packed with actionable insights and frameworks for maximizing these innovative measurement solutions. Seats are limited, so register today.

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