Prime Video today announced plans to invest more than $2 billion in Latin America between 2027 and 2030, covering original programming, licensed content, and live sports rights across Mexico, Brazil, Argentina, Colombia, and Chile. The announcement came at Prime Video Presents Latin America, the streaming service's inaugural regional showcase event, held in Mexico City on August 20, 2026.

In short

Amazon's Prime Video said it will spend more than $2 billion on Latin American programming and sports rights between 2027 and 2030, more than doubling the number of local original titles it produces across five countries. The commitment matters to advertisers and media buyers because it signals a sustained expansion of ad-supported streaming inventory in a region where Prime Video has already built a large live-sports audience this year. For marketers, it means more local content slots, more live-sports placements, and a broader footprint for Amazon's advertising business across Latin America through the end of the decade.

A first-of-its-kind regional commitment

Prime Video described the pledge as a first-of-its-kind investment in Latin America. The spending will span original programming, locally produced and acquired content, and live sports rights, and it targets five markets that together represent the largest audiences in the region: Mexico, Brazil, Argentina, Colombia, and Chile.

Kelly Day, vice president of international at Prime Video, framed the investment as a bet on the breadth of the region rather than any single market or genre. "What's happening in Latin America right now is extraordinary, the talent, the stories, the audiences," Day said. "Today we're matching that energy with more than $2 billion through 2030 across original and licensed programming and sports. What excites me most is the breadth; this isn't a bet on one country or one genre. It's an investment in the entire region, across every way fans engage with Prime Video. This region deserves this level of ambition, and we're delivering it."

The scale of the commitment places Latin America alongside other regions where Prime Video has disclosed multi-year investment figures, though this is the first time the company has attached a specific dollar amount and end date to its regional content and sports strategy in Latin America specifically.

Original titles more than double for 2027

As part of the initiative, Prime Video plans to more than double the number of Local Originals it produces across the five countries compared with 2026. The company said it will release more than 25 new titles in 2027 alone, spanning scripted series, films, unscripted programming, and reality formats. That figure represents the most ambitious annual slate Prime Video has disclosed for the region to date.

Javiera Balmaceda, head of international originals for Latin America, Canada, and Australia at Amazon MGM Studios, described the creative mandate behind the expansion. "Our job is to find stories that are undeniably local and make them undeniably universal," Balmaceda said. "This slate, from a forbidden love story on the polo fields of Punta del Este to an unsolved crime that still divides Brazil, is proof that when you trust Latin American storytellers with ambition and resources, the world pays attention."

Titles confirmed for the 2027 slate include La Oficina Season 2, Florence Cassez, Tremembé Season 2, a biopic titled Marília, Menem Season 2, Te Odio, Te Amo, Rojo Corazón, Catedrales, and Valentina. The mix of returning series and new productions suggests Prime Video is building on titles that have already established audiences in specific markets while adding new formats to broaden its regional catalog.

Live sports already outpacing 2025

The investment announcement arrives against a backdrop of rapid growth in live sports viewership on Prime Video within the region. According to Prime Video, more than 20 million households across Latin America have tuned in to watch sports on the platform so far in 2026, a figure that already exceeds the service's total household viewership for all of 2025. In advertising terms, the company estimated that translates to an audience of more than 60 million fans reached across Latin America this year alone.

Much of that growth traces to Prime Video's basketball rights. Prime Video secured an 11-year global media rights agreement with the NBA in July 2024, a deal that PPC Land covered in detail at the time, granting exclusive global coverage of 66 regular-season games in the United States along with international distribution across Mexico, Brazil, and several European markets. Under that agreement, Prime Video expanded its NBA coverage in Brazil and Mexico to more than 200 games per season and brought NBA games to Argentina, Colombia, and Chile for the first time, according to the company.

Brazilian soccer has become a second pillar of the sports strategy. Copa do Brasil streaming hours have more than doubled since the competition's launch on the platform, and the addition of Série A has made Prime Video what the company calls a single home for domestic soccer, with more Brazilian households watching soccer on the service this year than in any prior year, according to Prime Video.

In Mexico, La Casa de las Chivas more than doubled its household audience year over year, according to the company, culminating in a Liga MX Clausura semifinal between Chivas and Cruz Azul that drew the largest single-match audience the country has recorded on the platform. Prime Video also announced it will become a new home for the Mexico National Team, carrying 38 home matches over four years beginning September 26, 2026.

The sports expansion follows a broader pattern documented on PPC Land, which reported in May 2026 that Amazon Ads chief Alan Moss described Prime Video and live sports as a single business heading into that year's upfront season, framing streaming, retail media, and AI-driven campaign tools as parts of one integrated advertising offering rather than separate product lines. In that same conversation, Moss said the NBA partnership brought roughly 30 new advertisers into Amazon's ecosystem in its first year, following 80 net new advertisers that joined through the earlier NFL deal.

Subscription and transactional expansion across six territories

Beyond content and sports, Prime Video announced that customers will be able to sign up for third-party streaming subscriptions and rent or buy movies in six new territories, which the company described as the largest expansion of its kind in Latin America to date. Later in 2026, customers in Costa Rica, the Dominican Republic, Guatemala, Paraguay, and Peru will be able to subscribe to third-party streaming services directly through the Prime Video app. Rentals and purchases of premium entertainment will also launch in those same countries, in addition to Argentina, which had already introduced subscription capability earlier in the year.

Together, according to Prime Video, these offerings are intended to give customers more ways to discover new content, subscribe to additional streaming services, and rent or buy premium entertainment, all within a single Prime Video account, login, and payment method. No Prime membership is required to use the transactional store.

The move extends a model Prime Video has used in other regions, where the app functions as an aggregation layer for partner services including MGM+, Apple TV, HBO Max, Peacock Premium Plus, FOX One, DAZN, and Crunchyroll, alongside more than 900 FAST channels globally, according to the company.

Talent development programs extend beyond production budgets

Prime Video and Amazon MGM Studios said their plans extend beyond what appears on screen, describing a set of talent and infrastructure programs designed to build a longer-term production ecosystem in the region.

In Brazil, the company's flagship program, Brasil no Set, developed in partnership with BRAVI and ICAB, has completed three editions, expanding from an initial cohort of emerging production companies to reach Brazil's North and Northeast regions, according to Prime Video. Beyond that program, the company said it partners with federal, state, and municipal institutions across Brazil to train hundreds of students across technical production tracks.

In Mexico, a partnership with By Invitation Only and several acting schools hosted a professional development workshop in which participants performed directly in front of casting directors and agents, with scholarships awarded to students from low-income backgrounds, the company said. A new skills and talent development program will also launch with SAE Institute, focused on building local capacity in physical production and postproduction work.

Tomás Tejero, regional lead for Latin America and Canada at Prime Video, connected the talent investment to the broader announcement. "We're not just producing programming in Latin America, we're investing in talent and creative partnerships that will help shape the future of Latin American storytelling," Tejero said. "What we announced today goes beyond what audiences see on screen. It reflects a broader vision for the region and our long-term investment in everything that happens behind it."

Why this matters for advertisers and media buyers

For the advertising industry, the announcement is less about the content slate itself than about what it signals for ad-supported inventory growth in a region where Amazon has invested comparatively less disclosure than in the United States or Europe. Prime Video introduced advertising to its platform in January 2024, starting in the United States before expanding to the United Kingdom, Canada, Germany, and Austria that February, and later to France, Italy, Spain, Mexico, and Australia throughout the rest of 2024, as PPC Land has tracked across multiple reports. By the fourth quarter of 2025, Prime Video's global ad-supported audience had reached 315 million viewers, up from roughly 200 million disclosed in April 2024, according to figures PPC Land reported following Amazon's Q4 2025 earnings.

Amazon's overall advertising business has continued to accelerate through 2026. The company reported advertising services revenue of $19.8 billion for the second quarter of 2026, up 26% year over year, with live sports inventory across Thursday Night Football, the NBA, the WNBA, and NASCAR reported as sold out, according to PPC Land's coverage of the Q2 2026 results. That growth rate has climbed steadily across recent quarters, from 22% in the second quarter of 2025 to 23% in the fourth quarter of 2025 and 24% in the first quarter of 2026, according to PPC Land's reporting on Amazon's Q1 2026 results, before reaching 26% in the most recent quarter.

Targeting infrastructure has followed a similar international expansion pattern to the one now planned for content. Amazon extended zip code-level ad targeting for Prime Video, first launched in the United States in October 2025, to Canada, Mexico, and Brazil on July 21, 2026, according to PPC Land's reporting on that rollout, nine months after the initial US launch. That expansion gives national advertisers in those three Latin American markets the ability to generate location-specific creative variants from a single video asset through the Amazon DSP Video template.

The scale of Prime Video's sports viewership growth in Latin America, if it continues at the pace described in the announcement, would represent a meaningful new pool of premium live inventory for advertisers seeking reach in the region's largest media markets. Brazil and Mexico, in particular, are markets where broadcast television has historically dominated live sports audiences, and Prime Video's disclosure that Brazilian households are watching more soccer on the platform than ever before points to a gradual shift in where those audiences are found.

Whether the $2 billion figure translates into proportional advertising revenue growth in the region remains unclear, since Amazon's public disclosures do not break out advertising revenue by country or region. The announcement itself did not specify how much of the $2 billion will fund advertising-supported content versus subscription-exclusive programming, a distinction that matters for media planners trying to forecast future inventory availability in these markets.

What is Prime Video?

Prime Video is Amazon's video entertainment service, offering a catalog of programming that includes Amazon MGM Studios-produced series and films, licensed content, live sports, and subscriptions to partner services. It is included with an Amazon Prime membership, which costs $14.99 monthly or $139 annually in the United States, with discounted memberships available for young adults and qualifying government assistance recipients. Pricing varies by region. Customers without a Prime membership can rent or buy titles through the Prime Video Store or access ad-supported content for free.

Timeline

Summary

Who: Prime Video, the streaming service operated by Amazon MGM Studios, together with regional executives Kelly Day, Javiera Balmaceda, and Tomás Tejero.

What: Prime Video announced a commitment to invest more than $2 billion in original programming, licensed content, and live sports rights across Latin America between 2027 and 2030, along with an expansion of subscription and transactional services to six additional territories.

When: The announcement was made today, August 20, 2026, with the spending commitment covering the period from 2027 through 2030.

Where: The announcement took place at Prime Video Presents Latin America, the company's first regional showcase event, held in Mexico City. The investment itself covers Mexico, Brazil, Argentina, Colombia, and Chile, with subscription and rental expansion reaching Costa Rica, the Dominican Republic, Guatemala, Paraguay, and Peru.

Why: Prime Video is seeking to build a larger base of local original content and live sports rights in a region where its sports viewership has already grown substantially in 2026, positioning the platform to compete for both subscription and advertising revenue as streaming adoption continues to expand across Latin American markets.