Netflix Joins Amazon DSP: How One Partnership Consolidates Streaming TV Buying

Amazon Ads has secured exclusive access to Netflix's ad inventory through Amazon DSP, fundamentally reshaping the streaming TV advertising landscape. Starting Q4 2024, brands can now programmatically buy ads across nearly every major U.S. streaming service—Netflix, NBCUniversal, Warner Bros, and Fox—all from one platform.

With 94 million Netflix subscribers on the ad-supported tier (31% of Netflix's global audience), this partnership creates unprecedented opportunities for advertisers to leverage Amazon's rich shopper data alongside Netflix's premium inventory. The real power lies in connecting viewing behavior with purchase intent, enabling smarter audience targeting and more efficient media spend across streaming platforms.

This strategic alliance strengthens Amazon's dominance in the streaming TV space while giving brands direct access to high-value audiences where they actually watch content. For Netflix, it means additional demand partner revenue without platform fragmentation.

Key takeaways:

-Access to 94M Netflix ad-supported subscribers via Amazon DSP

-Available across 11 countries starting Q4 2024

-Combines viewing data with shopping behavior for better targeting

-Enables frequency capping and audience overlap analysis

-Positions Amazon as the dominant streaming TV advertising platform

Want to optimize your streaming TV strategy? Connect with our team to learn how this partnership can amplify your brand's reach and ROI.