spending growth rates over 2024 into early 2025, but growth rates have cooled off in comparison over recent quarters. In Q1 2026, streaming video ad impressions were up 8% year over year, but pricing pressure has continued to keep CPM growth in low single-digit decline. → Amazon Prime Video ad spending dips slightly from quarter to quarter. Spending on Amazon Prime Video ads, across both new and existing advertisers, was down a little under 3% 2026, but that was down from 127% growth a quarter earlier. In Q1 2025, Prime Vide0 spending was 968% higher year over year, making it a significant contributor to overall streaming ad spending growth.