Amazon’s chief executive put a scale on Prime Video revenue for the first time, but the number is a run rate, not a reported total.
Prime Video revenue is now running at a rate in the tens of billions of dollars, Amazon chief executive Andy Jassy told investors on the third quarter earnings call on October 29, 2026. He also said the service is profitable on its own, sharper than his May statement, which confirmed profitability with no scale attached.
The wording matters. Jassy described a revenue run rate, which annualises recent performance, not a reported full year total. Amazon does not report Prime Video as a separate segment, so no audited figure exists to check the claim against.
The Short Version
- Jassy said Prime Video revenue has a run rate in the tens of billions and is profitable on its own, on the October 29 earnings call.
- No exact figure or margin was given, and Amazon does not break out Prime Video in its results.
- Amazon reported third quarter revenue of $201.9 billion, up 12%, advertising revenue of $19.6 billion, up 12%, and MGM box office above $1.2 billion in 2026.
Prime Video Revenue: What Jassy Actually Said
The quote came on Amazon’s third quarter 2026 earnings call on Thursday, October 29. Jassy’s exact words, per TechCrunch and corroborated by Broadband TV News, were that Prime Video “has emerged as a significant business with a revenue run rate in the tens of billions of dollars and is now profitable in its own right.”
Two parts deserve attention. A run rate projects recent revenue across a year, so it is a pace, not a total already banked. And “profitable in its own right” means the service covers its own costs, but Jassy gave no margin or profit total. Both are his claims, not audited results.
The new detail is the scale. In May 2026 Jassy told investors Prime Video was profitable, without a revenue figure. The October call is the first time Amazon has put any size on Prime Video revenue, even in a range as wide as “tens of billions,” which could mean $20 billion to $90 billion a year.
How Prime Video Revenue Compares With Netflix
Prime Video and Netflix do not report on the same basis. Netflix reports streaming as its whole business, while Amazon reports Prime Video inside broader lines and has never published a standalone total.
Netflix reported revenue of $12.87 billion for the third quarter of 2026, up about 12%, with a full year forecast of $51.1 billion. That quarterly total sits inside the range Jassy’s run rate implies. A run rate of $20 billion a year means about $5 billion a quarter; $50 billion means about $12.5 billion. Prime Video revenue could sit at either end, and the call gave no way to tell which.
The comparison also cuts the other way. Netflix earns almost all of its money from streaming, while Prime Video is one part of a company that reported $201.9 billion in a single quarter. Amazon Ads reported $19.6 billion in the quarter, but that covers retail media and search ads too, with no Prime Video revenue split disclosed.
Where Prime Video Revenue Comes From
Prime Video revenue arrives through four channels, and Amazon has put a hard number on only one of them. Subscriptions come bundled with Prime membership, so the video share is not disclosed. Advertising runs on the ad supported tier, the default since January 2024. Theatrical releases add box office, and add on channels add a fourth stream Amazon rarely discusses.
Box office is the most transparent channel. Amazon MGM Studios has taken more than $1.2 billion globally so far in 2026, with Project Hail Mary contributing an estimated $684 million, according to The Numbers. Verity added to the total, while Melania flopped, TechCrunch reported.
Live sports is the growth engine behind Prime Video revenue. Thursday Night Football averaged 17.7 million viewers across its first six games this season, up 16% from last year, per Nielsen figures Amazon shared. The NBA on Prime drew more than 2 million viewers in its second season, and the service also carries NASCAR, the Masters and UEFA Champions League soccer.
The MGM Bet, Four Years On
The claim lands four years after Amazon bought MGM for $8.5 billion, a 2022 deal that gave the company a studio, a film library and a production base. For much of that period the purchase looked expensive, with streaming losses across the industry.
Project Hail Mary changed the tone of that argument in 2026. The Ryan Gosling film opened in March and became Amazon MGM Studios’ highest grossing release, per TechCrunch. At an estimated $684 million worldwide it drove the studio past $1.2 billion at the box office this year. Television supplied the steadier base: Jassy named Reacher, Fallout and The Boys as hits, and Reacher season 4 drew 66 million viewers globally in 28 days, Amazon said.
Sports, Ads and the Profit Turn
Profitability is the second half of Jassy’s claim, and it has the longer history. Amazon spent years funding Prime Video as a loss making Prime perk, then made ads the default in January 2024 and confirmed profitability in May 2026, before adding the Prime Video revenue scale in October. The same quarter showed the turn is not a straight line: Amazon Ads grew 12%, down from 26% in the second quarter, with the Prime Day shift blamed.
Confirmed, Claimed and Still Unknown
Confirmed
- Jassy said on the October 29 earnings call that Prime Video revenue has a run rate in the tens of billions and is profitable on its own.
- Amazon reported third quarter revenue of $201.9 billion, up 12%, and advertising revenue of $19.6 billion, up 12%.
- Amazon MGM Studios has taken more than $1.2 billion in global box office in 2026, led by Project Hail Mary at an estimated $684 million, per The Numbers.
Claimed and Unknown
- The “tens of billions” run rate and standalone profitability are Jassy’s statements; no exact figure or margin was disclosed.
- The exact Prime Video revenue total, its margin, and the split between subscriptions, ads, box office and channels are still unknown, as is whether the run rate holds in the fourth quarter.
Quick Answers
What is Prime Video revenue, exactly?
There is no exact published figure. Jassy said Prime Video revenue runs at a rate in the tens of billions of dollars a year, a company claim about pace, not a reported total. Amazon does not report Prime Video as a separate segment.
Is Prime Video profitable?
Yes, according to Jassy, who said on the October 29 call that the service is profitable in its own right. He first confirmed profitability in May 2026, with no margin disclosed.
How does Prime Video compare with Netflix on revenue?
The two cannot be compared cleanly. Netflix reported $12.87 billion for the third quarter and expects about $51.1 billion for the year, while Prime Video’s claimed run rate is a range with no exact figure.
The Takeaway
Jassy’s claim is real news, and its limits matter. Prime Video has grown from a Prime perk into a business its chief executive sizes in the tens of billions, and the box office and viewing figures check out. What is still missing is the Prime Video revenue total itself, and until Amazon reports Prime Video separately, “tens of billions” is a bracket to quote, not a total to bank on.
Watch the fourth quarter. Amazon expects advertising growth back in the high teens, and holiday spending will test whether the run rate holds. If Amazon ever breaks the service out, the claim can finally be checked.
Sources and Attribution
- TechCrunch, Julie Bort, “Andy Jassy says Prime Video is on track to earn ‘tens of billions of dollars'”, October 29, 2026.
- Broadband TV News, “Prime Video revenue running at ‘tens of billions’, says Jassy”, October 30, 2026.
- Amazon Q3 2026 earnings call and results, October 29, 2026.
- Netflix Q3 2026 results, October 20, 2026, via MarketBeat and TipRanks.
PetaTech24 tested nothing for this article. This article is not financial advice.
