Prime Video is increasing its focus on young adult and romance programming as engagement with its original content continues to rise in the US. According to Luminate Streaming Viewership data, Prime Video originals generated 154 billion minutes watched through August 2026, representing an increase of more than 25% year on year.
The figure strengthens Prime Video’s position as the leading non-Netflix streaming service in the US, putting the platform nearly 70 billion viewing minutes ahead of its closest competitor, Apple TV.
Which titles are standing out in the rise of Prime Video’s growth?
Reacher remains one of the platform’s biggest performers, generating 11.2 billion minutes watched so far this year. However, the platform’s growth is not limited to a handful of major hits. Even the platform’s No. 23 original has surpassed two billion minutes of viewing, highlighting the depth of its original-content slate.
Young adult and romance titles are becoming particularly important contributors. Hockey romance adaptation Off Campus is currently Prime Video’s most-watched original TV season of 2026 in the US by total minutes viewed, ahead of the final season of The Boys and Fallout Season 2.
Meanwhile, the eight-episode Sterling Point has generated nearly 2.4 billion viewing minutes, reaching No. 2 on Luminate’s weekly originals chart. The series has also secured a second season.
Why is Prime Video investing more heavily in young adult programming?
The shift is also visible at a corporate level. Amazon recently reorganised its TV studio structure and introduced a dedicated head of young adult programming — an unusually senior position focused on a specific genre. The move underlines the growing importance of YA content within the company’s broader streaming strategy.
Alongside titles such as The Summer I Turned Pretty and Elle, Prime Video appears to be positioning young adult and romance stories as a key part of its next generation of high-performing originals.
