Amazon Prime Video to add 4–6 minutes of ads per hour of content streaming

Starting from June 17, Amazon Prime Video has begun integrating ads into its content. Marking a major shift for its subscribers, this move is a result of the increasing competition in the video-on-demand space, and is basically implied to boost revenue via advertisements.

According to Adweek, Prime Video will henceforth show 4 to 6 minutes of ads per hour of content. For example, a 3-hour drama series could include up to 18 minutes of advertisements.

The Announcement

The existing subscribers were first informed via email on May 13; however, it did not specifically notify them of the exact frequency, duration, or placement of these ads within the content.

Meaningful, Relatable, Fewer Ads

Amazon emphasised that "meaningfully fewer" ads will be featured instead of traditional TV commercials on rival streaming platforms.

Amazon to provide an ad-free upgrade 

To offer more control to subscribers over the overall viewing experience, Amazon is providing an ad-free upgrade option. Indian viewers can pay an additional fee of Rs 129 per month or Rs 699 per year on top of their existing Prime membership (Rs 299 per month or Rs 1,499 per year) to avoid these ads and enjoy ad-free content.

With this add-on subscription over the existing Prime account, you will enjoy content streaming without commercial interruptions, although some titles may still show skippable promotional trailers.

An Amazon spokesperson said, "We remain focused on prioritising ad innovation over volume, and Prime Video will now include limited advertisements. While demand will continue to grow, our commitment is to improving ad experiences rather than simply increasing the number of ads shown. We will continue to invest in this important work, creating meaningful innovations that benefit both customers and advertisers alike”.

While this business move is driven to enhance Amazon Prime Video’s revenue, viewers in India can pay an additional top-up subscription and opt for ad-free streaming. 

Though the increased ad opportunities may lead to more tailored and niche marketing campaigns, some media buyers remain cautious.

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