Streaming Services Mostly Focus on Brand Building in Super Bowl Ads

Amazon Studios was the only one to spotlight a single show in its ad

Quibi, Hulu, Amazon Studios and Disney+ each ran Super Bowl ads to tout their respective streaming services. Quibi, Hulu, Amazon, Disney+
Headshot of Kelsey Sutton

On Sunday night, Amazon Studios returned to the Super Bowl for a third year to show off its upcoming drama series Hunters. The 60-second spot, which aired in the third quarter and highlighted the premise of the Nazi-hunting thriller, wasn’t particularly unusual—except for the fact that with that spot, Amazon Studios became the only streaming service this year to spotlight just one show during its Big Game buy.

@kelseymsutton Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.