Amazon’s Upfront 2026: Prime Video Unveils Major YA Content Push, Sports Deals, and Exclusive Podcasts

Amazon’s annual Upfront 2026 event, held at New York City’s Beacon Theater on Monday, spotlighted the company’s aggressive push into original content, advertising opportunities, and exclusive streaming deals. The showcase highlighted Prime Video’s expanding slate of TV shows, movies, sports, and podcasts, positioning the platform as a key player in the entertainment and advertising landscape.

Prime Video’s Growing Audience and Advertising Power

Amazon’s advertising ecosystem took center stage at the event, with executives emphasizing the platform’s unmatched reach and data-driven approach. Alan Moss, Vice President of Global Advertising Sales at Amazon Ads, revealed that users consumed 17% more content on Prime Video over the past year compared to the previous year. This surge in engagement underscores the platform’s growing influence among viewers.

Tanner Elton, Vice President of Advertising Sales at Amazon, highlighted the company’s penetration of 90% of U.S. households, providing advertisers with unprecedented access to consumer insights. Amazon’s strategy revolves around working “backwards from the customer,” analyzing consumption habits to create content that resonates and drives advertiser conversions.

Sports and Exclusive Content Drive Engagement

Prime Video is doubling down on sports, with the NFL Wild Card playoff game streaming exclusively earlier this year drawing a record 31.6 million viewers. Notably, the average age of these viewers was seven years younger than those watching linear TV broadcasts of NFL playoff games. Additionally, these viewers were 41% more likely to engage with advertiser content, making sports a high-value category for brands.

New and Upcoming Prime Video Content

The Upfront event unveiled a diverse lineup of new and returning projects, including:

Podcasts

• The Oprah Podcast, distributed exclusively on Wondery starting in July, will feature two new episodes per week.

Sports

• An exclusive streaming deal with Duke University basketball will bring three high-profile games to Prime Video next season, including matchups against UConn, Michigan, and Gonzaga.

Young Adult (YA) Content

• Prime Video is expanding its YA offerings with new seasons of Off-Campus and The Summer I Turned Pretty, among others.

Returning and New Series

• The Terminal List, starring Chris Pratt, will return for a second season.
• An adaptation of the 1980s series Voltron is in development.
• A new series based on the video game God of War is in the works.
• Bladerunner 2099, a new series based on the iconic franchise, has been announced.

Michael B. Jordan’s Projects

• The Greatest: A series focused on Muhammad Ali.
• Delphi: A series set in the Creed and Rocky universe.
• Fourth Wing: An adaptation of the best-selling novel by Rebecca Yarros, announced by Michael B. Jordan.

Why Advertisers Are Excited

Amazon’s Upfront 2026 underscored the company’s ability to deliver not just content, but also eyeballs to advertisers. With a growing slate of original programming, exclusive sports deals, and a data-rich advertising platform, Prime Video is positioning itself as a must-watch destination for brands looking to connect with younger, highly engaged audiences.