Amazon has reportedly doubled the ad load on its Prime Video streaming service, with viewers now experiencing between four to six minutes of commercials per hour. This significant increase marks a notable shift from the two to 3.5 minutes per hour initially present when ads were introduced to the platform in January 2024.
While Amazon has not made a formal public announcement directly to its subscribers regarding this change, reports from industry sources and documents seen by publications like AdWeek indicate that the ad load has been gradually increased. An email obtained by AdWeek, sent by an Amazon representative to an ad buyer earlier this month, explicitly stated, “Prime Video ad load has gradually increased to four to six minutes per hour.”
This strategic move comes less than 18 months after Amazon first rolled out its ad-supported tier to all Prime subscribers, requiring an additional monthly fee of $2.99 (or Rs. 129 in India, over the Prime membership) for an ad-free viewing experience. The initial lighter ad strategy was seen as an attempt to minimize user resistance during the transition to an ad-supported model. However, Amazon had previously signaled to investors in late 2024 that an increase in ad inventory was part of its long-term monetization plan.
The expanded advertising inventory provides Amazon with significantly more space to sell ads across its rapidly growing streaming business. Industry observers note that the current ad load positions Prime Video in the mid-range of streaming platforms when it comes to commercial content, comparable to services such as Hulu and Paramount+. This volume remains considerably lower than traditional television, where commercial breaks often account for more than 13 minutes of each hour. Netflix, by comparison, generally maintains one of the lowest ad volumes among major streaming competitors.
The increase in ad opportunities is viewed as a strategic effort by Amazon to bolster its presence in the competitive streaming ad market. The company is expected to leverage its integrated advertising technologies, including Amazon Marketing Cloud and its demand-side platform, to enhance targeting and measurement capabilities for advertisers. New tools aimed at marketers reportedly include access to audience insights at the show level, private programmatic auctions, and upcoming contextual targeting options based on content genre and themes.
With over 150 million Prime members globally, Prime Video remains one of the most widely accessed streaming platforms. The balance between maximizing ad revenue and maintaining a positive user experience will be crucial as Amazon continues to refine its advertising strategy. While advertisers may welcome the increased inventory and potentially lower CPMs (Cost Per Mille), the impact on viewer retention and satisfaction will be closely monitored.
Key Highlights:
- Amazon has reportedly doubled the ad load on Prime Video, with viewers now seeing between four to six minutes of commercials per hour, up from the previous two to 3.5 minutes.
- This increase, not formally announced to subscribers, was communicated to ad buyers and aligns with Amazon’s earlier indications to investors about growing ad inventory.
- The change positions Prime Video in the mid-range of ad-supported streaming services, aiming to boost Amazon’s advertising revenue in the competitive streaming market.
- Amazon is also rolling out new ad tech tools for marketers to enhance targeting and measurement, as it balances monetization with user experience.