AGF expands Amazon Prime Video measurement to live sports streams
June 19, 2026 10.37 Europe/London By Jörn Krieger

Prime Video’s live sports event streams will now be measured within the AGF standard in Germany, as Germany’s national audience measurement association AGF Videoforschung expands its existing integration with the Amazon-owned streaming service.

The extension broadens the scope of Prime Video’s server-to-server (S2S) integration with AGF’s video measurement framework. Since November 2025, Prime Video’s ad-supported video-on-demand offering has been included in AGF reporting. The latest development adds live event streams, beginning with sports content.

The first live broadcasts to be measured under the enhanced framework will include coverage of the Wimbledon Championships, which gets underway later this month. According to AGF, the move will make an additional area of Prime Video usage measurable and directly comparable within its standardised reporting system.

“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.

The technical implementation is based on the existing server-to-server integration already used for Prime Video’s video-on-demand services. According to AGF, this allows additional usage scenarios to be incorporated into standardised measurement while maintaining the same quality and transparency requirements applied to all participating providers.

Nils Gräf, Managing Director of Amazon Ads Germany, added: “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.”