Count Amazon among the streamers getting ready to court advertisers during the May week typically reserved for TV networks entering the industry’s “upfront” market.
Just as Netflix did last year, Amazon Prime Video will hold a showcase for Madison Avenue during the May period once reserved mainly for traditional TV networks. During the “upfront,” U.S. media companies try to sell the bulk of their commercial inventory for their next cycle of programming. Amazon plans to hold a showcase on the morning of Tuesday, May 14 — a day once reserved for a presentation from Disney’s ESPN.
Amazon’s event is expected to spotlight not only Amazon’s new ad-supported Prime Video, but Prime Video Sports, Twitch, Amazon Freevee and Amazon Music. Freevee, which Amazon said earlier this week would continue, despite press reports it might shut down, is clearly going to be in place for a while if Amazon is offering it for consideration to advertisers looking to plan their next year of allocation.
Amazon earlier this year unveiled a new, ad-supported version of Prime Video, which had previously been commercial free. Subcribers who still crave that condition may still have it — but for an extra charge.
Netflix also plans to hold forth during Upfront Week, with an immersive experience and presentation slated for Thursday, May 16. NBCUniversal, Disney, Fox, Warner Bros. Discovery and TelevisaUnivision also plan to hold individual showcases for advertisers, with Paramount Global opting instead to meet with clients and media buyers in smaller, more bespoke events — a concept that began last year.
