Amazon’s streaming service, Prime Video, has quietly doubled the amount of advertising shown during its content, according to an exclusive report from Adweek. The report, based on information from ad buyers and internal documents, states that the company has increased ads to four to six minutes per hour of streaming. This is double the two to three-and-a-half minutes per hour when ads first appeared on Prime Video in January 2024.
An Amazon representative confirmed to an ad buyer that the “Prime Video ad load has gradually increased to four to six minutes per hour,” according to the report.
The Streaming Industry’s Ad Trend
This increase follows a broader trend among streaming platforms, many of which have gradually raised ad loads and cracked down on password sharing. HBO Max introduced ads last year and recently tightened password controls. Netflix and Hulu have also moved in the same direction, increasing ad-supported options while enforcing stricter sharing policies.
Most streaming services offer ad-free tiers for an additional monthly fee. For Amazon, this option costs an extra $3 per month. Streaming companies typically market ad-supported tiers as lower-cost alternatives, but this means more ads for viewers who choose the cheaper plans.
Author’s Opinion
Streaming platforms have shifted what it means to pay for premium content. Where paying a higher monthly fee once guaranteed an ad-free experience, now it often just means fewer ads. The default cheaper plans are packed with more ads than before, making interruptions a regular part of streaming. While it makes sense that companies want to increase revenue, this trend comes at the expense of viewer enjoyment. Ads are only going to get more frequent, and consumers should prepare for a more interrupted viewing experience.
Featured image credit: Heute
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