The Ofcom Media Nations Report 2025 has landed, and for anyone working in digital advertising, the data makes for compelling reading. The report provides clear, statistical confirmation of trends that, at Vector Retail Media, we have been observing on the ground for some time: the media landscape is converging, and Amazon sits at its centre.

Here is our analysis of three key findings and what they mean for brands building their Amazon strategy in 2025 and beyond.

1. Advertisers are breaking down the silos

One of the most important themes in this year's Ofcom report is the accelerating convergence of media budgets. Advertisers are no longer planning in channel silos. Investment is increasingly flowing across television, online video, digital audio, and influencer marketing as brands pursue measurable ROI across a complex, fragmented consumer landscape.

Amazon's bundled ecosystem including Prime Video, music streaming, gaming, and the core e-commerce platform, makes it uniquely positioned to capture this converging investment. It is simultaneously a shopping platform, a streaming service, an audio platform, and an advertising network. No other single platform offers advertisers that breadth within one environment.

At Vector, this is why we approach Amazon from every angle. We don't simply run product-level ads; we build holistic campaigns that leverage the full Amazon ecosystem to drive awareness, consideration, and conversion.

2. The shift from Linear TV to Video on Demand (VOD) is accelerating

The data on video advertising is unambiguous. Linear TV advertising continued its decline in 2024, while Video on Demand (VOD) advertising grew 26% year-on-year, reaching £1.33bn.

Amazon's decision to make advertising the default experience on Prime Video in February 2024 now looks increasingly well-timed. The platform has created a large, highly-engaged audience for brands - with particular strength among younger demographics who now treat SVOD as their first destination when sitting down to watch.

The BARB figures within the report reinforce this further. Prime Video achieved the highest annual growth rate in reach of all streaming platforms, with unique reach in June 2025 up 12% versus the same month in 2024. That represents a growth rate three times higher than Netflix and 2.5 times higher than Disney+. Every broadcast platform, looking at linear and BVOD combined, saw decline over the same period.

For brands, Prime Video advertising is no longer an emerging opportunity. It is a mainstream channel with genuine scale.

3. Amazon as a Content Aggregator Creates New Advertising Opportunities

Beyond its own content, Amazon's role as a streaming aggregator - housing channels including Disney+, Paramount+, and DAZN within its platform - adds another strategic dimension. This position further cements Amazon's status as a central hub for content discovery and viewing.

For advertisers, this creates possibilities that extend well beyond the traditional retail advertising model. Brands can reach consumers in content-led, brand-building contexts within an ecosystem that also connects directly to the point of purchase. The ability to move a consumer from brand awareness in a premium content environment to a product page in a matter of clicks is a capability that simply doesn't exist anywhere else at the same scale..

The Full-Funnel opportunity

What the Ofcom data ultimately confirms is something we have been advising clients on for years: Amazon is not a retail media channel. It is a full-funnel media platform.

The brands that will succeed are those that understand this distinction and structure their investment accordingly, using Amazon's reach and first-party data to drive awareness at the top of the funnel, while converting that awareness into measurable, attributable sales further down.

The convergence of media budgets isn't a future trend. According to Ofcom, it is already here. The question for brands is whether their Amazon strategy reflects that reality.

Want to build a full-funnel Amazon strategy that reflects the changing media landscape? Speak to the Vector Retail Media team.

“Prime Video achieved the highest annual growth rate in reach of all streaming platforms, with unique reach in June 2025 up 12% versus the same month in 2024. That represents a growth rate three times higher than Netflix and 2.5 times higher than Disney+.”