Amazon Prime Video's ad supported tier users may be facing a new 'problem'
Amazon Prime Video
users on the
ad-supported tier
may be facing an increased number of commercials. The streaming platform owned by the e-commerce giant has reportedly doubled the ads it served per hour.
Tired of too many ads? go ad free now
This rumoured change comes after Amazon introduced
advertisements
to its
Prime Video
streaming service last year, with an initial promise of a light and uniterreputing experience. According to a report by Adweek, the latest move aims to increase monetisation from its audience. The ad supported tier isn't available in India yet, but Amazon has announced that Prime Video content in India will include "limited advertisements" beginning June 17.
As per the report, Amazon Prime Video has doubled its ad load to 'four to six minutes per hour,' up from the two to three-and-a-half minutes promised when ads launched in January 2024.
An Amazon spokesperson has even confirmed the increase to AdWeek but the reported didn't specify any details. However, the report cited industry sources to claim that the company has quietly signaled the same to investors for months.
Why Amazon is increasing ad times for Prime Video users
This surge in ad time is part of Amazon's broader push to monetise its streaming investment that will help the company invest billions into originals like The Lord of the Rings: The Rings of Power and The Boys, the report claims.
Earlier this year, reports surfaced that Amazon would auction off ad spots and deploy more targeted, context-driven ads using its extensive consumer data. While advertisers may welcome these changes, viewers see their experience as collateral damage.
To compare, Prime Video rival
Netflix
, has also avoided ads for years but eventually introduced an ad-supported tier to attract viewers deterred by price hikes.
The report notes that streaming services often launch with generous pricing to outcompete rivals, then raise prices or increase monetisation once they dominate the market.
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