The Streaming Ad Market is Consolidating Around One DSP”
The Amazon DSP (they hired an agency to come up with a better name) is consolidating the streaming ecosystem in ways many advertisers haven’t yet fully recognized.
For years, effective streaming strategies required juggling disconnected platforms—Prime Video, FAST channels, live content apps, and proprietary devices. That fragmentation is ending. Over the past 18 months, Amazon has unified nearly every major streaming partner and publisher into a single DSP, from premium networks and live sports to free ad-supported channels.
The scale is significant. Amazon DSP reached 275 million monthly ad-supported customers in the US as of October 2024, with advertising revenue jumping 22% to $15.7 billion in Q2 2025. Recent integrations include Spotify (October 2025), Netflix (launching Q4 2025), and Disney (June 2025)—consolidating the major premium streaming players into one buying platform.
This matters operationally and strategically. Advertisers can now plan, buy, and measure across a substantial portion of the streaming landscape from one platform.
That’s worth repeating
This matters operationally and strategically. Advertisers can now plan, buy, and measure across a substantial portion of the streaming landscape from one platform.
By combining premium inventory with first-party retail data, deterministic measurement, and consolidated execution. The result: greater precision, faster scaling, and immediate visibility into performance.
With the exception of YouTube, Amazon DSP now reaches more of the streaming landscape than any other platform—with superior data integration, tighter partnerships, and more flexible inventory structures.
The strategic shift is clear: streaming buying is moving from channel-by-channel planning to full-funnel, outcome-based strategy. Brands and agencies that move first will capture disproportionate value.
Don’t take my word. Here are two strong sources that support my POV:
- On DSP consolidation & Netflix/Spotify integrations: https://ppc.land/netflix-becomes-available-in-amazon-dsp-starting-q4-2025/
TL;DR – This covers Netflix’s programmatic partnership with Amazon DSP launching Q4 2025, and notes that Amazon DSP reached 275 million monthly ad-supported customers in the US as of October 2024, with advertising revenue jumping 22% to $15.7 billion in Q2 2025.
- On Amazon’s market dominance strategy: https://digiday.com/marketing/with-microsoft-in-tow-amazons-dsp-tightens-its-grip-on-the-open-web/
TL:DR – This explores how Amazon is consolidating programmatic marketplace inventory into its DSP, with pricing power and first-party retail data creating a compelling value proposition for advertisers. Digiday
Bonus data points from searches:
- Amazon DSP added Spotify’s 696 million monthly users to its ecosystem in October 2025 PPC Land
- Amazon has systematically assembled premium connected TV inventory including NFL Thursday Night Football and Disney programmatic access CTOL Digital Solutions
I’d love to hear your thoughts – drop me a line or ping me on LinkedIn
Thunder House 