Why Roku Was Overlooked: Amazon Prime Ads & Fox Strategy

Why did one of connected TV's biggest platforms temporarily get overlooked by the market? Justin Ruiss, SVP, Media Sector at BWG Global, breaks down how Amazon shifting Prime Video to an ad-supported model overnight reshaped the CTV buying landscape. Armed with Thursday Night Football, massive distribution, and rich consumer data, Amazon absorbed the industry spotlight—casting a shadow over rivals like Roku and DSPs like The Trade Desk. However, Justin explains why Fox didn't sleep on Roku, recognizing the undeniable value of its household graph and distribution scale.