Amazon has become a growing threat to digital ad incumbents Meta and Google, attracting billions of dollars a quarter from brands that are trying to reach the masses of consumers who swarm to the site on a daily basis.
But it’s no longer just about digital ad dollars, and Amazon’s inaugural presence at this year’s Upfronts events is the clearest indication that the e-commerce giant is prepared to take on traditional media.
On Tuesday, Amazon gave its first presentation during the Upfronts, an annual advertising sales event featuring media heavyweights like Disney and Comcast‘s NBCUniversal. Amazon’s Prime Video and other streamers would historically be featured at Newfronts, which is digital media’s take on Upfronts. But internet video platforms have had a bigger presence on the main stage as Netflix and Google’s YouTube joined the party in recent years.
Amazon is making a fresh pitch to the ad industry as it nears a critical turning point. Advertisers continue to spend more on digital than linear TV. This year, they’re projected to spend roughly $18.8 billion on traditional TV ads during Upfronts, an increase of 1% from a year earlier, according to eMarketer. By contrast, digital advertising during Upfronts and Newfronts is forecast to grow 32% to about $16.5 billon this year.
More ad-supported streaming platforms have also entered the ring, providing advertisers yet another alternative to traditional TV, where viewing has shrunk. Amazon announced it would begin showing ads on its Prime Video streaming service in January, adding to its stable of ad offerings like free streaming TV service Freevee, and Twitch, its livestreaming site popular among gamers.
The company stands to generate up to $3 billion in U.S. ad revenue this year from an estimated 58 million households who will see commercials in Prime Video content, TD Cowen analysts wrote in a note to clients on Wednesday. The firm has a buy rating on Amazon’s stock.
“When I joined Amazon nearly four years ago, the No. 1 question all of you asked was, ‘When are you going to show ads on Prime Video?'” Alan Moss, Amazon’s vice president of global ad sales, said onstage. “Well, at Amazon we like to deliver for our customers. By introducing ads on Prime Video, we’ve created the largest ad-supported premium streaming service in the world.”
The company said its ad-supported streaming content now reaches 175 million U.S. viewers every month, up from more than 120 million in 2021. It also disclosed that Prime Video counts 200 million global customers, 115 million of whom are in the U.S.
Amazon’s advertising business still primarily makes money from charging brands to promote their products across its properties in a variety of ways, from sponsored listings on its website to ad spots on Fire TV streaming devices. Revenue in the ad business climbed 24% in the first quarter to $11.8 billion.
Amazon has also spent billions on live sports programming in a bid to attract more streaming viewers and ad dollars. The company recently reaffirmed its commitment to live sports, snagging the exclusive rights to a National Football League playoff game next season.
Amazon executives on Tuesday tried to win over advertisers with a packed programming slate, and a cavalcade of celebrities like Reese Witherspoon and Jake Gyllenhaal to tout new original content. The company also emphasized its “billions of customer signals” that allow brands to target ads.
Paul Kotas, who runs Amazon’s ad business, said the company “made a big bet” 18 years ago when it first rolled out ads on its website. He showed how the business has evolved to include digital video ads on Prime Video.
“We’ve been working towards this moment for years, and that’s why being here on stage today means so much,” Kotas said. “And of course, at Amazon, we’re never done innovating.”
— CNBC’s Lillian Rizzo and Alex Sherman contributed to this report.
Disclosure: NBCUniversal is the parent company of CNBC.
DraftKings is acquiring predictions platform Railbird as it prepares to launch a mobile platform in the coming months to be called DraftKings Predictions.
Railbird is licensed by the Commodity Futures Trading Commission to offer an event contracts exchange. DraftKings targeted the company for its team and proprietary technology.
“We are excited about the additional opportunity that prediction markets could represent for our business,” DraftKings CEO Jason Robins said in a statement to CNBC. “We believe that Railbird’s team and platform—combined with DraftKings’ scale, trusted brand, and proven expertise in mobile-first products—positions us to win in this incremental space.”
Predictions markets allow customers to trade on the outcomes of various events in the worlds of finance, culture and entertainment, which will allow DraftKings to expand beyond its sports betting business. The markets on election outcomes and sports are the most controversial.
Dozens of states, their gaming regulators and tribes are suing or taking other actions to try to prohibit companies from offering trades based on sporting events, because they see it as unlicensed gambling.
Nevada is among the states warning that companies risk losing their gambling licenses if they offer sports in their prediction markets.
If DraftKings offers sports events contracts, it’s likely to focus only on states that don’t offer licensed sports betting, like California and Texas, to avoid running afoul of the states where it offers sports betting. Additionally, technology exists to prevent those sports trades from being available on tribal lands.
DraftKings also may offer more advanced “know your customer” guardrails, a term commonly used to reference identity verification, given its experience in the regulated gambling market.
Elon Musk interviews on CNBC from the Tesla Headquarters in Texas.
CNBC
A day ahead of Tesla’s quarterly earnings report, a coalition of unions and corporate watchdogs wants investors to focus their attention on matters of governance.
On Tuesday, a group that includes the American Federation of Teachers and Public Citizen launched a website for Take Back Tesla, a campaign urging shareholders to vote against a new pay package for CEO Elon Musk that would net him nearly $1 trillion worth of stock and expand his control over the company.
Tesla’s board floated the pay proposal in September, saying the largest ever CEO pay plan was appropriate and necessary to lock Musk in for a decade. The plan is up for a shareholder vote at the company’s annual meeting next month.
On the Take Back Tesla website, the group calls the outsized package “outrageous,” in part because Musk’s “political activities have damaged Tesla’s brand and distracted him from leadership at Tesla.” The site says the plan doesn’t require Musk to focus more on the automaker than his political interests or other business endeavors.
The site also encourages the general population to petition state treasurers and other financial officers, who oversee funds on behalf of workers and retirees, to reject the plan. The coalition plans to share materials online that teach investors how to vote their shares or influence fund managers who vote on their behalf.
“Public pension funds are significant shareholders in Tesla, and the asset managers who invest those funds have even larger holdings,” the site says. “That’s our money and we should tell the people who invest it for us that we want them to vote to hold Musk and Tesla Board members accountable.”
Additional groups in the coalition include Americans for Financial Reform, the Communication Workers of America, corporate watchdog group Ekō, People’s Action and Stop the Money Pipeline.
Tesla didn’t immediately respond to a request for comment.
Top proxy firms ISS and Glass Lewis have recommended against authorizing the $1 trillion pay plan, which was disclosed amid a tense battle over Musk’s previous 2018 pay package, which amounted to about $56 billion in stock when it vested.
Following those firms’ suggestions, Tesla wrote in a post that, “ISS and Glass Lewis have recommended against Tesla’s proposals time and time again since the 2018 CEO Performance Award was introduced.” The company added that shareholders who sold would “have missed out on our market capitalization soaring by 20x from March 2018 to August 2025.”
The Delaware Court of Chancery ruled early last year that the 2018 plan was improperly granted by Tesla, with the judge finding that the company hid crucial details from shareholders and that Musk had controlled board members rather than negotiating with them for a fair deal.
Musk appealed the matter to the Delaware State Supreme Court and is seeking to get the 2018 CEO pay package reinstated.
Around the time that plan was rescinded, in January 2024, Musk wrote on his social network X, “I am uncomfortable growing Tesla to be a leader in AI & robotics without having ~25% voting control.” The new plan would add 12% to his stake over the next decade.
Musk had already started artificial intelligence startup xAI in March 2023, taking some ex-Tesla employees with him, and was developing Grok, a would-be challenger to OpenAI’s ChatGPT.
By May 2025, Musk said he was committed to running Tesla for at least five more years.
New York City Comptroller Brad Lander, who oversees a $300 billion pension fund, said he “vociferously opposes this pay package” and says other public fiduciaries should do the same.
“Most of the time we’ve held Tesla stock, it has been a solid investment, it’s grown over time, and that’s why we haven’t chosen to dump it,” Lander, who also serves as finance and accountability chief for the city, said in an interview. Lander said that he’s preferred to “hold on to it and participate in shareholder engagement to address the concerns we have.”
Lander manages funds that own about $1.1 billion worth of Tesla, based on holdings reported in August.
He said he views Tesla’s board he as “insufficiently independent,” and that it’s allowed Musk to be an “absentee CEO.” The company has also failed to hit its marks when it comes to robotaxis and self-driving technology, Lander said.
The stock has rallied of late after a brutal start to the year, but it’s still underperforming its tech peers and the S&P 500 and Nasdaq in 2025.
Musk has “been an inconsistent CEO at best,” Lander said, “and the pay package is like a ransom attempt after volatile stock performance and destroying consumer confidence.”
Tesla is scheduled to report third-quarter results after the close of regular trading on Wednesday. Analysts are expecting revenue growth of 4.7% from a year earlier to $26.37 billion, according to LSEG, following two straight year-over-year declines.
Elon Musk, CEO of SpaceX and Tesla, attends the Viva Technology conference at the Porte de Versailles exhibition center in Paris on June 16, 2023.
Gonzalo Fuentes | Reuters
SpaceX and Tesla CEO Elon Musk criticized acting NASA Administrator Sean Duffy after he told media outlets this week that the billionaire’s space company is falling behind U.S. plans to return to the moon.
“The person responsible for America’s space program can’t have a 2 digit IQ,” Musk wrote in a Tuesday post on X.
In response to other user posts, Musk referred to the transportation secretary as “*Sean Dummy” and said he is “trying to kill NASA!” Musk later posted a poll asking users “Should someone whose biggest claim to fame is climbing trees be running America’s space program?” Musk appeared to be referring to Duffy’s background as a competitive speed climber.
On Monday, Duffy told CNBC that SpaceX was “behind” schedule on building its lunar landing system for the space agency’s Artemis III mission and that he would consider other contracts with competitors such as Jeff Bezos’ Blue Origin.
SpaceX and Blue Origin will have until Oct. 29 to offer ways to speed up the project, a NASA official told CNBC. The agency will also ask the industry to suggest ways to “increase the cadence” of Moon missions.
President Donald Trump selected Duffy to become the acting NASA administrator in July. The position had been vacant since the start of Trump’s presidency. Trump had previously nominated Musk ally Jared Isaacman, but he pulled the nomination earlier this year, saying he was a “blue blooded Democrat, who had never contributed to a Republican before.”
CNBC reported earlier this month that Trump has held talks with Isaacman to reconsider the role.
NASA is racing against China and others to get humans back to the moon for the first time since 1972. The space agency launched the Artemis project under Trump’s first administration with the goal of creating a “long-term presence” on the moon for science and tech discovery.
SpaceX won a contract to build the technology in 2021. Other contractors such as Blue Origin, Lockheed Martin and Boeing are participating in various stages of the program.
But the project has been fraught with setbacks.
NASA launched its first Artemis mission in November 2022. Last December, the agency delayed its planned Artemis missions. NASA’s first Artemis launch with astronauts is now slated for April 2026, with a third mission to land two astronauts on the Moon planned for 2027.
Now, the space agency is also grappling with the aftershocks from an ongoing government shutdown that threatens to stall any plans to reopen contracts. CNBC previously reported that NASA’s employees working on the mission with contractors will work during the shutdown.