Both companies made a splash at this year's upfront presentations, where streamers make their pitches for the nearly $70 billion in annual TV ad spending and advertisers seek to lock down the bulk of their annual TV ad commitments. But among newer streamers, it's Amazon that's winning advertisers' wallets, several ad buyers told Business Insider. AdvertisementAmazon's big increase in ad inventory and lower ad prices, of about half the ad rate ($30 per 1,000 impressions) that Netflix sought when it launched its ad tier in 2022, put pressure on other TV ad sellers to lower their prices. A second ad-holding-company exec said they expected Amazon to be the third or fourth biggest TV ad seller in the upfronts, behind traditional TV stalwarts NBCUniversal and Disney and potentially YouTube. Data has shown that people watch three times as much Netflix as they do Prime Video, although Prime Video viewing is growing.

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