Amazon Prime Video has quietly doubled its ad load on the ad-supported tier from the original 2–3.5 minutes per hour (when ads launched in January 2024) to 4–6 minutes per hour, according to an email seen by Adweek and confirmed by six ad buyers
🎯 Why the Change?
- Revenue growth: With rising demand from advertisers, Amazon is offering more ad inventory to boost its monetisation .
- Market alignment: The new ad amount places Prime Video in the “middle tier” alongside Hulu and Paramount+, but still keeps it well below traditional TV’s 13–16 minutes per hour arstechnica.com
- Investor communication: Amazon had previously signalled this increase to investors last year, and ads are now rolling out to the public without major announcements .
💥 Audience and Advertiser Responses
- Mixed viewer reactions: Some subscribers on social media have expressed annoyance and even talk of canceling, citing louder ads and increased frequency
- Advertiser interest: Ad buyers say the increased ad space improves targeting efficiency and may lead to lower CPMs—but some still have concerns about measurement transparency
⚖️ Amazon’s Stance
Amazon maintains that it remains focused on “ad innovation over volume”, aiming to improve ad relevance and user experience rather than simply showing more ads
🚫 Ad-Free Option Available
Subscribers preferring no ads can opt for an ad-free add-on:
- In India: ₹129/month or ₹699/year on top of standard Prime Video plans
- In the US: US$2.99/month extra
✅ Final Take
Amazon’s increase to 4–6 minutes of ads per hour is a strategic move to monetize at scale, bringing it in line with other premium streamers, yet still offering a compromise compared to linear TV. While advertisers gain valuable inventory and targeting options, Amazon must ensure this change doesn’t trigger subscriber backlash or sentiment shifts.
