Observed Signal · Jun 19, 2026 · Partnership · Source: DWDL · Impact: 4/5 · Sentiment: Positive
AGF Will Measure Prime Video Live Sports
The AGF (AGF Videoforschung) announced it will extend its streaming measurement to include Prime Video's live sports events. Prime Video has permitted AGF measurement of most content since November 2025, but live sports were previously excluded. AGF will expand the existing server-to-server integration to capture event livestreams, enabling direct comparability with other sports streamers such as DAZN. Early events to be measured include the Wimbledon Championships; Prime Video's UEFA Champions League and NBA broadcasts are also cited as premium inventory. AGF CEO Kerstin Niederauer-Kopf and Nils Gräf, Managing Director at Amazon Ads Germany, framed the move as increasing transparency and comparability of streaming reach for audiences and advertisers.
Extending independent measurement to live sports on Prime Video improves cross-platform comparability and transparency for advertisers and publishers, affecting audience measurement, media planning and monetization in streaming/CTV.
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Key Takeaways & Evidence Grounding
- AGF will include Prime Video's live sports events in its streaming measurement.
- Prime Video had allowed AGF to measure most content since November 2025, but live sports were previously excluded.
- AGF will extend Prime Video's existing server-to-server integration to add event livestream measurement under the AGF Bewegtbildstandard.
- Initial Prime Video event livestreams to be reported include the Wimbledon Championships; Prime Video also airs UEFA Champions League and NBA basketball.
- DAZN previously participated in AGF measurement, and the expansion enables direct comparisons between Prime Video and DAZN.
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AGF expands Prime Video integration to live events
AGF Videoforschung is expanding its measurement of Prime Video to include live event livestreams within the AGF video-measurement standard. Building on an existing server-to-server connection with Amazon, the extension will report live sports streams (starting with Wimbledon at the end of June 2026) under the same quality and transparency criteria applied to other measured providers. AGF says the move is intended to make different video offering formats comparable and to increase market transparency for advertisers and media agencies. The integration could later cover additional sports rights on Prime Video such as UEFA Champions League and NBA broadcasts.
Amazon Adds Prime Video Live Sports to AGF Measurement
AGF Videoforschung will include Prime Video’s event livestreams in its standardized audience reporting, extending an existing measurement of Prime Video films and series that began at the end of 2025. The change means Prime Video’s live sports — starting with Wimbledon at the end of June 2026 and becoming especially relevant for the Champions League season in autumn — will appear in AGF’s weekly program‑brand reports and monthly most‑streamed single‑show rankings when they reach sufficient view counts. AGF says the data integration uses an existing server‑to‑server integration and will follow AGF quality and transparency standards. Kerstin Niederauer‑Kopf (AGF) and Nils Gräf (Amazon Ads Deutschland) commented on the move’s role in improving market transparency for advertisers.
Amazon Prime Video Joins AGF's Measurement Revolution
AGF Videoforschung and Amazon have announced a major step in German video measurement by placing Prime Video within AGF's certified, neutral, and comparable measurement system. For the first time, Prime Video's VoD data will be included using a server-to-server integration with Nielsen, enabling active, content-specific measurement beyond the previous router-based approach. The integration standardizes Prime Video data in AGF's analytics framework and allows title- and format-level analyses of series, films, and formats. The data will be integrated into AGF's analysis tool in November 2025, expanding cross-media measurement capabilities. The move is seen as a step toward a unified cross-media standard and has been welcomed by industry figures, including Susanne Kunz of OWM, who highlights transparency and comparability in the fragmented video market. Nils Gräf of Amazon Ads Deutschland notes that advertisers and media planners will gain access to neutrally measured data at the title and format level, a development described as a significant advancement for measurement in Germany.
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