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Ars Technica
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Amazon Prime Video subscribers sit through up to 6 minutes of ads per hour
- Amazon Prime Video now requires all subscribers to choose a new ad-based subscription tier or pay more for an ad-free experience starting from January 2024.
- Subscribers are facing an increased number of ads on Prime Video, with the platform reportedly showing four to six minutes of ads per hour.
- Initially, Amazon stated that the ad load would be lower than traditional TV and other streaming services.
- When Prime Video started with ads, it featured two to three-and-a-half minutes of ads per hour, which has now increased.
- Amazon representatives confirmed the increase in ad load to four to six minutes per hour but did not provide specifics on the exact number of ads shown.
- Ad buyers have noticed Amazon's push for more ads, indicating an intention to increase the ad load further in the future.
- With 200 million Prime Video subscribers, a significant portion are ad subscribers, suggesting the need to enhance ad revenue opportunities.
- By increasing ad load, Amazon aims to balance the number of viewers with the number of subscribers and appease advertisers.
- Despite the increase, Prime Video's ad frequency falls in the middle range compared to other streaming services like Netflix, HBO Max, and Peacock.
- Amazon's VP of Prime Video International hinted at a future increase in ad load, projecting a further ramp-up into 2025.
- Reportedly, Prime Video's ad strategy has not led to a significant loss of subscribers, granting Amazon flexibility to continue advancing its ad-supported model.
- Prime Video's ad load compared to linear TV is still lower, as linear TV features 13 to 16 minutes of ads per hour.
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