Sky brings streaming inventory to Amazon Ads
October 6, 2026



Sky Media and Amazon Ads have announced that Sky’s streaming inventory and audiences are now available to advertisers in the UK and Ireland through Amazon Ads Agent.

The new integration gives advertisers access to Sky’s entertainment, drama, live sport and news across some of the nation’s biggest channels and shows. Customers of Amazon Ads will be able to access this genre-spanning inventory across Sky Go, NOW, Sky Glass, Sky Q and Sky Stream.


With 70 per cent of UK households having access to a SVoD service, according to Barb, and viewing shared across a range of services and devices, planning and buying video at scale is becoming more fragmented and complex. This partnership seeks to address that complexity by giving Amazon Ads advertisers access to Sky’s streaming portfolio which includes Sky News, the commercial news broadcaster, and the UK’s broadest range of live sport, including Premier League football, European and PGA tour golf, world darts and Formula 1. Advertisers can also access content from Sky Media’s partners, including HBO Max, Discovery+ and TNT Sports, through the same connection and use enhanced audience targeting via Sky’s own proprietary audience signals.

Programmatic Guaranteed deals are available immediately, giving advertisers reserved, guaranteed access to Sky’s premium inventory, with Private Marketplace deals to follow through Amazon Ads Agent.

“As ‘fragmentation’ continues to be the most used word in our industry, it’s becoming evident that the future will be defined by reducing complexity without compromising on quality,” commented Pippa Scaife, Director of Digital Advertising at Sky Media. “Through our partnership with Amazon Ads, we’re delivering this by giving advertisers more choice in how they access Sky’s streaming inventory and trusted audiences. We’re so excited to leverage Amazon’s amazing technology to continue to deliver the effectiveness and trust that Sky’s environments provide.”

As an early access partner for the integration, Omnicom Media has already worked with a number of brands to incorporate Sky Media into their streaming TV campaigns, enabling them to plan, activate and measure across Sky’s inventory alongside their wider video investment – all through Amazon Ads.

“As the broadcast and streaming ecosystem continues to evolve, advertisers are looking for efficiencies and connected solutions that enable advanced audience targeting, decisioning and measurement. The integration between Sky Media and Amazon Ads helps streamline access to high-quality video inventory and supports a more connected approach to campaign execution and insights for our clients,” said Melinda Clow, Head of Platforms & Technology at Omnicom Media UK.

“Sky is one of the UK’s most recognised media brands with shows that audiences know and love, and this integration gives advertisers a new way to reach those audiences,” added Phil Christer, Managing Director UK at Amazon Ads. “By removing complexity from video planning and buying, we’re making it easier for brands to focus on what matters most: connecting with the right audiences at the right moment.”