AGF Expands Prime Video Measurement

Frankfurt, 19. June 2026 – AGF Videoforschung is expanding the measurement of Prime Video within the AGF standard to include live event streams. This marks the next stage in the expansion of Prime Video’s server-to-server (S2S) integration into the AGF video measurement standard.

Since November 2025, Prime Video’s ad-supported video-on-demand offering has been reported as part of AGF’s measurement framework. With the addition of live event streams, the scope of this integration is now being further expanded. Going forward, usage data from live sports events on Prime Video will also be included in AGF reporting.

Among the first live event streams to be reported under the enhanced measurement framework are broadcasts of the Wimbledon Championships, which begin at the end of June. This will make another important area of Prime Video usage measurable and comparable within the AGF standard.

“By extending measurement to include live event streams, we are continuing the step-by-step integration of Prime Video into the AGF standard together with Amazon. Our goal is to represent different types of content offerings according to uniform and comparable criteria, thereby creating greater transparency in the market,” said Kerstin Niederauer-Kopf, CEO of AGF Videoforschung.

Commenting on the partnership, Nils Gräf, Managing Director of Amazon Ads Germany, said: “Together with AGF, we are continuing our path toward greater transparency—now by extending our cooperation to include live sports events. With broadcasts of the Wimbledon Championships, the UEFA Champions League, and NBA basketball, Prime Video offers a premium environment that is highly valued by both viewers and advertisers.”

The technical implementation is based on the existing server-to-server integration. This enables additional usage scenarios to be incorporated into standardized measurement and reported in accordance with the same quality and transparency requirements that apply to all providers.