With 19 million viewers in its ad tier, Amazon makes a case for Prime Video’s ad business in the U.K.

If there was any doubt left, Amazon’s latest pitch to U.K. advertisers clears it up: Video is where the company is steering ad dollars, and that’s not shifting anytime soon.

The message came through loud and clear at its upfront presentation tonight (Oct. 2), where Amazon put Prime Video’s reach front and center.

For the first time, Amazon claimed that advertisers can now reach an audience of over 19 million customers on its ad-supported tier — equivalent to more than a third of U.K. adults.

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