Amazon Ads enters Dutch television advertising market

Amazon Ads has become the first independent foreign streaming service to join Screenforce directly in the Netherlands. As of August 1, 2026, the company is participating in the National Media Research (NMO) Video Total viewership study to measure ad-supported viewing time on Prime Video.

Unlike other services such as Videoland, Disney+, or HBO Max, which have previously been represented through Dutch broadcasters, Amazon sells its own video advertising directly rather than through local saleshouses like Ster, Talpa, or Ad Alliance.

Amazon is also part of the Total Video Campaign Measurement pilot, which integrates linear television data with online video platforms, streaming services, and FAST channels. This allows advertisers to measure linear and digital broadcasts simultaneously. The first data regarding Amazon's participation is expected to appear in the March 2027 annual report.