Amazon lands Disney exec ahead of Prime Video’s advertising push

Fargo S5 (Source: FX)

Amazon has landed former Disney exec Jeremy Helfand to oversee Prime Video’s advertising push, while its global sports chief has stepped down.

Ad chief Helfand previously worked at Disney’s part-owned US streamer Hulu before taking on an EVP role at the Mouse House, spending five years between the two companies.

He will become VP & head of advertising at The Boys and Fargo streamer, ahead of its roll-out of a new ad-supported tier in nine countries.

The retail giant is planning to run ads on its Prime service in the US, the UK, Germany and Canada, followed by France, Italy, Spain, Mexico and Australia. The ad plan is expected to become the default subscription plan for existing members.

Those wishing to go ad-free in the US will be required to pay an additional $3 per month, while UK subscribers can remove ads for £2.99 monthly.

Ad-supported streaming took centre stage last year as companies look to make their OTT services pay.

“It’s time for the next chapter and I’m thrilled to share that I’ve joined Amazon to lead Prime Video Advertising,” Helfand wrote on LinkedIn. “I’ll be working with a talented team of customer-obsessed business builders to create something special, starting with our upcoming launch!”

In related news, Prime Video’s VP of global sports Marie Donoghue is stepping down from the streamer after five years in the role.

She was behind the streamer’s acquisition of Thursday Night Football two years ago and has overseen a sports offering that also includes WNBA basketball. Donoghue joined Prime Video in 2018 from ESPN, where she had spent almost two decades.