If you weren’t aware, corporations aren’t always reliable: when Amazon introduced ads to Prime Video, it promised a minimal load to soften the blow for users automatically enrolled in the new tier.
Initially, ads totaled two to three minutes per hour, but recent reports reveal this has now doubled to six minutes — leaving consumers in the dark while investors were quietly informed.
Advertisers are cautiously optimistic; the increased ad volume has lowered costs, but its effectiveness remains unclear, as does user tolerance for the barrage.
Compared to other streaming platforms, Amazon sits in the middle — Netflix offers the lightest ad load, while Hulu, Tubi, and Paramount+ lead with the heaviest.
Platforms openly plan to ramp up ads further, experimenting with new formats to retain viewers.
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With traditional TV averaging 13 to 16 minutes of ads per hour, there’s still room to grow, though at the risk of alienating subscribers.
