In the first half of 2019 Amazon doubled its digital ad spending relative to its 2018 spending levels. Amazon also increased TV spending by 28% for Amazon Prime Video. Amazon Prime Video launched 13 new campaigns for original shows in the first half of 2019. Many other companies in the world of big media are making similar investments. Disney and Apple are planning to launch separate streaming services in the fall.
One of Amazon’s big advantages is its more than 100 million Amazon Prime members in the United States. Netflix’s subscriptions in the US fell from 60.2 million in the first quarter to 60.1 million in the second quarter. This might mean that Amazon has space to catch up to its competition.