Amazon's first TV upfront was successful; buyers allocated significant budgets due to Amazon's scale and competitive pricing compared to traditional TV networks, challenging rivals like Netflix and Disney.
Despite its strong upfront results, buyers are concerned that viewership of Amazon’s content is lagging behind competitors like Disney, YouTube, and Netflix, indicating a potential market challenge for Amazon.
Amazon's scale spans across multiple digital formats including Prime Video, Fire TV, and Twitch, effectively diversifying its ad inventory beyond traditional television, thus appealing to advertisers looking for broad reach.
The competitive CPM pricing of $20 to $25 from Amazon is noteworthy, prompting Netflix to lower their own CPMs to maintain competitiveness within the evolving ad market.
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