Prime Video Sees UK Surge as Ad-Supported Reach Expands

The streaming world is shifting fast, and Prime Video is making headlines with a major boom in UK viewership following its global ad-supported reach announcement. According to the platform’s latest data, its ad-supported tier now reaches more than 315 million monthly viewers globally — a substantial leap from 200 million in April 2024. This new milestone seems to have triggered a surge in usage across the UK as well.

In the UK alone, Prime Video’s ad-supported audience has jumped to over 22 million monthly viewers. This marks a roughly 15 per cent increase compared with the previous year, signalling strong adoption of the ad-supported option among British users. At the same time, total monthly ad-supported viewing hours in the UK have risen more than 25 per cent year-on-year, indicating deeper engagement rather than just casual tune-ins.

This growth arrives at a moment when ad-supported video-on-demand (VoD) is gaining ground commercially. Research shows that Q3 of 2025 saw a record 23 million ad-supported UK subscriptions — narrowing the gap with ad-free services, which held 29 million subscriptions. The willingness of UK viewers to embrace ads suggests a shift in consumer sentiment, possibly prompted by economic pressures or a reassessment of value in subscription tiers.

Prime Video’s resurgence in the UK has been fuelled by its popular slate of original and licensed content. High-profile shows such as Clarkson’s Farm, Last One Laughing UK and Reacher remain among the most-watched ad-supported shows in the country, drawing viewers who may be streaming for the first time or switching from ad-free plans. For many, these series offer enough value to make the ad interruptions worthwhile.

Likewise, live sports and event coverage — increasingly becoming a key trigger for streamers — are playing a role. With expanded live-sports rights and major matches available, Prime Video is broadening its appeal beyond typical drama and film audiences. This diversification seems to be paying off in viewer numbers and engagement metrics alike.

Advertisers are taking note too. The expanded reach has turned Prime Video into an attractive property for brand campaigns. Its scale and viewer diversity make it a compelling platform for advertisers looking to connect with engaged UK audiences through streaming — marking a shift in how ad-supported streaming services monetise their offerings.

Overall, Prime Video’s growing traffic in the UK underscores how ad-supported streaming is carving out a stronger space in Britain’s entertainment landscape. With rising viewer numbers, increased viewing hours, and an expanding library of content and live events, the service seems poised to keep this momentum up through the coming year.

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