Amazon Increases Advertising Load on Prime Video

Amazon has reportedly increased the advertising load on its streaming service, Prime Video, nearly doubling the amount of commercials viewers encounter. Previously, users experienced approximately three and a half minutes of advertising per hour, but recent reports indicate that this has now risen to between four and six minutes.

A detailed analysis from AdWeek, which reviewed internal documents and spoke with Prime Video advertisers, confirmed these findings. The increase in ad duration was communicated by Amazon to advertising partners via email, suggesting that the company is enhancing its revenue opportunities through this adjustment.

This update follows Amazon's transition to an ad-supported model in February 2024, which marked a significant shift from the previously ad-free experience that Prime Video subscribers enjoyed. While the base subscription price has remained unchanged at 9 euros per month, viewers who prefer an ad-free experience can opt to pay an additional 3 euros.

Amazon's strategy aligns with a broader industry trend where other streaming platforms like Netflix, Disney+, and Paramount+ have also adopted ad-supported subscription options. This trend reflects a growing preference among streaming services to diversify their revenue streams, as ad-supported models have proven to be more lucrative for many providers compared to traditional ad-free subscriptions.

Despite the potential financial benefits for Amazon, the company has not directly communicated the increased advertising load to its customer base, likely anticipating a negative response. Industry analysts suggest that such changes, while beneficial for the company, could lead to dissatisfaction among subscribers.

As the competitive landscape of streaming services continues to evolve, the impact of increased advertising on viewer experience remains a critical point of discussion. Consumers are now faced with a choice between paying for an ad-free experience or tolerating more ads as part of their subscription.