Amazon Prime Video Increases Ad Load: What Subscribers Need to Know

If you’re already frustrated with the number of ads on the Amazon Prime Video streaming service, there may be a reason for that. Amazon has quietly begun running twice as many ads between movies and TV shows compared to a year ago, reports AdWeek.

When the streaming service first launched, commercial breaks were expected to last between 2 and 3.5 minutes per hour. However, in a recent email to advertisers, Amazon indicated that these breaks have gradually expanded to 4 to 6 minutes per hour, according to AdWeek.

Although the streaming service reportedly did not experience a significant drop in subscribers when it began showing ads, it remains to be seen how much advertising subscribers are willing to tolerate.

Why Are More Ads Being Shown?

It is common for streaming services to start with a limited number of ads to attract new customers while avoiding alienation of existing ones. Once the subscriber base is sufficiently large, providers can gradually increase the advertising load (which has backfired for companies like Roku).

As more viewers transition from traditional linear television to streaming services, it becomes easier for providers to implement both price increases and higher advertising loads without risking substantial losses in subscription numbers.

Companies like Amazon aim to maximize revenue from advertising per subscriber to finance further productions and benefit shareholders.

Amazon’s Response to Increased Advertising

Editor’s note: After publication, Amazon’s public relations team reached out with the following statement, which it claims was also delivered to AdWeek. The statement does not address allegations that ad loads on Prime Video have roughly doubled since the rollout in 2024.

“We remain focused on prioritizing ad innovation over volume. While demand continues to grow, our commitment is to improving ad experiences rather than simply increasing the number of ads shown. Since the beginning of this year alone, we’ve announced multiple capabilities, including Brand+, Complete TV, and new ad formats—all designed to deliver industry-leading relevancy and enhanced customer experiences. We will continue to invest in this important work, creating meaningful innovations that benefit both customers and advertisers alike.”

Implications for Subscribers

The increase in ad load raises questions about the future of Amazon Prime Video as a competitive streaming service. Subscribers may begin to reconsider their options if the ad experience becomes too intrusive. The balance between ad revenue and user satisfaction is delicate, and Amazon’s strategy will be closely monitored by industry analysts.

As streaming services continue to evolve, the trend of increasing ad loads may become more prevalent. Subscribers should be aware of these changes and consider how they impact their viewing experience.

Conclusion

In summary, Amazon Prime Video has significantly increased its advertising load, now showing twice as many ads as it did a year ago. While the company claims to focus on improving ad experiences, the actual impact on subscribers remains to be seen. As the streaming landscape continues to shift, viewers will need to stay informed about how these changes affect their entertainment options.