Amazon unveils expanded reach and new content at Upfront UK

The star-studded event spotlighted a slate of upcoming series and movies on Prime Video, which has 3 of the 10 most watched ad-supported streaming shows in the country,3 including Clarkson’s Farm, Last One Laughing UK, and Reacher. Clarkson’s Farm star Kaleb Cooper appeared, announcing that he’ll be embarking on a solo adventure on the other side of the world in a new four-part series Kaleb Down Under (working title). In the series, Kaleb will experience farming at a scale he’s never encountered before across thousands of acres across Australia’s vast landscape.

Amazon also unveiled a new comedy-reality format hosted by British comedy star Romesh Ranganathan called Would You Rather: Decide to Survive, which transforms the classic game into real-life challenges for a cast of UK contestants. Following the huge success of Last One Laughing UK, comedians Alan Carr and Diane Morgan joined the presentation to give a taste of what audiences can look forward to when the show returns next year.

Acclaimed actor and producer Riz Ahmed announced the title of his new subversive and poignant British comedy-drama, Bait. Sienna Miller joined to discuss her role in the forthcoming Tom Clancy’s Jack Ryan movie, while Sophie Turner and Archie Madekwe took to the stage to speak about their new edge-of-your-seat thriller Steal.

The success of global hits was also highlighted with Fallout, which returns this year after reaching 100 million viewers globally, and The Summer I Turned Pretty, which hit number one on Prime Video in over 120 countries. Amazon also revealed that since launch, psychological thriller The Girlfriend has been watched by over 25 million viewers worldwide. The limited series is already Prime Video’s most-watched new scripted series in the UK this year, and a top ten Prime Video series among 2025 releases globally.

“In the last year, we’ve seen brilliant moments on screen and it’s been a great year for our UK productions,” said Nicole Clemens, Vice President of International Originals at Prime Video and Amazon MGM Studios. “Prime Video strives to be the first-stop entertainment destination for our customers, with the best mix of series, films, and live sports. We have an incredible range of quality programming with stories that don’t just entertain. They create memorable moments that viewers want to share, and we’re excited to help advertisers reach these engaged audiences.”


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