From 'Fallout' to Football: Prime Video’s Star-Packed Upfront Sets the Stage for 2025

The event also featured appearances from Hollywood icons and sports legends, including Jamie Lee Curtis, Arnold Schwarzenegger, Dave Bautista, John Cena, Michael B. Jordan, Elizabeth Banks, Ella Purnell, and Jason and Travis Kelce. But it was Amazon’s top executives who laid out the strategy and numbers behind the ever-growing content empire.

The Message

“In the same year we introduced advertising into Prime Video, we saw our reach increase to 130 million customers in the U.S. alone,” said Tanner Elton (pictured above), Vice President of U.S. Ad Sales. Elton also emphasized Amazon’s ability to drive results across its platforms with Amazon DSP, its demand-side platform and digital advertising tool that allows brands to purchase ads to reach both new and existing audiences programmatically. “The Amazon DSP connects your brands with audiences everywhere and drives measurable results that matter.”

Alan Moss, Vice President of Global Ad Sales, took the stage next and framed Amazon as a transformative partner for advertisers. “The future of advertising is about removing the guesswork with full-funnel solutions,” he said. “When you work with Amazon, you're not just buying ad space... You’re investing in the future of entertainment, commerce, and technology.”

The Numbers

Prime Video's ad-supported monthly audience has reached over 130 million in the U.S., while engagement increased by nearly 40% in monthly ad-supported viewing hours. Amazon’s ad-supported reach across its entire ecosystem now tops 300 million monthly users in the U.S.

Season one of the critically acclaimed Fallout amassed over 100 million global viewers, making it one of Prime Video’s top three most-watched titles. Beast Games hit 50 million viewers just 25 days after its premiere, becoming Prime Video’s most-watched unscripted series ever.

The Highlights

Amazon MGM Studios’ Courtenay Valenti, Global Head of Film Streaming and Theatrical, and Vernon Sanders, Global Head of Television, announced several new and returning series and exciting film projects in development, some entering production this year.

“We're investing in films across every genre - Comedy, action-adventures, sci-fi, fantasy, romances, holiday favorites, and titles the whole family can enjoy. That's how we're building a film slate that doesn't just entertain, but endures.”

New and Returning Series:

• Fallout renewed for Season 3 ahead of its highly anticipated second season, set to premiere December 2025
• From YouTube sensation Mr. Beast, Beast Games has been renewed for two additional seasons
• From the Creed and Rocky universe, the live-action series Delphi ordered to series, produced by Michael B. Jordan
• First-look image of Spider-Noir, based on the character first seen on the big screen in Spider-Man: Into The Spider-Verse, with original voice actor Nicolas Cage reprising his role as a grizzled 1930s private detective.
• Barbershop series ordered, starring Jermaine Fowler, continuing the story from the film trilogy that premiered in 2002, 2004 and 2014, respectively.
• A star-studded holiday ensemble movie Oh. What. Fun. features Michelle Pfeiffer, Denis Leary, Felicity Jones, Chloë Grace Moretz, Dominic Sessa, Devery Jacobs, Havana Rose Liu, Maude Apatow, Danielle Brooks with Jason Schwartzman and Eva Longoria, and Joan Chen.
• Legally Blonde prequel series Elle teased with new photo and rising star Lexi Minetree playing the titular role of Elle Woods.
• Additional upcoming titles include Blade Runner 2099, Young Sherlock, and Off-Campus

Unscripted and Docuseries Announcements:

• Untitled female CEO docuseries to feature Serena Williams, Thalia, Winnie Harlow, and others
• Gladiators, an American Gladiators reboot, to be hosted by WWE’s Mike “The Miz” Mizanin

Prime Video Sports:

• Black Friday Football returns November 28 with the Eagles vs. Bears
• Christmas Day Thursday Night Football game announced: Broncos vs. Chiefs
• Two new sports documentaries greenlit -- one following six NY Jets players and another profiling Hall of Famer Terrell Owens

New AI Advertising

The global media brand also announced a new AI-powered streaming ad format with pause ads that offer contextual brand connections to on-screen content. “Our ad formats are proven to drive measurable action on and off Amazon,” said Alan Moss.

“Starting this year, we are introducing a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching -- creating a natural and relevant connection. Based on Amazon’s signals and fully addressable and authenticated audiences, we are uniquely positioned to offer viewers scene-aware ads as extensions of the entertainment experience, not interruptions.”

With a massive U.S. reach, ever-expanding content portfolio, and new innovations in advertising, Amazon continues to position itself as a media and commerce powerhouse. “Our momentum is real,” Elton concluded. “And we’re just getting started.”

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