Prime Video reportedly exhibits virtually twice as many advertisements because it used to

If it feels such as you spend much more time watching advertisements in Prime Video than you used to, that is probably not a mistake. Amazon has elevated the variety of advertisements or “advert load” in Prime Video to four-to-six minutes of advertisements per hour, Adweek reports. Amazon’s plan to extend the quantity of promoting in its streaming service was previously reported in October 2024.

Shifting to a max of six minutes of advertisements per hour is almost double the as much as three-and-a-half minutes of advertisements that would play when Amazon first transformed its primary Prime Video subscription to an ad-supported tier. The corporate used to supply all of Prime Video’s options and an ad-free expertise for the price of Amazon Prime ($159 per 12 months / $15 per thirty days) or $9 per thirty days, however announced at the end of 2023 that avoiding advertisements would price an additional $3 each month. Apart from inserting advertisements, Amazon’s primary plan additionally doesn’t support for features like Dolby Atmos and Dolby Imaginative and prescient.

Engadget has reached out to Amazon to verify the advert load modifications and can replace this text if we hear again.

No matter your tolerance for advertisements, cheaper ad-supported subscriptions have rapidly change into anticipated from most streaming providers. Netflix, Max, Peacock and Paramount+ all supply subscriptions with advertisements. Even Apple, who may theoretically afford to lose cash on subscriptions, reportedly began building a team to sell ads for a potential ad-supported tier of Apple TV+ in 2023.

Whereas including extra interruptions to the Prime Video expertise is not what anybody desires, Adweek does be aware that streaming providers nonetheless insert far fewer advert breaks than broadcast TV. The advert load on conventional tv “sometimes ranges from 13 to 16 minutes per hour.”