At the beginning of 2024, Amazon began peppering Prime Video programs with ads, including in France. Unlike Netflix or Disney+, the e-commerce giant's platform didn't give its subscribers a choice: no one can escape it! To avoid having to endure ads, you have to pay extra.
Still fewer ads than on traditional TV
To make the bitter pill go down a little easier, Amazon promised that the number of ads would be "limited," between 2 and 3 minutes 30 seconds each hour. But the lure of profit is still the strongest. As early as October, Prime Video warned that the advertising load would increase "a little" in 2025. A little? Or… a lot?
Adweek has obtained confirmation from its sources (advertisers and industry players) that the volume of ads on Prime Video is now between 4 and 6 minutes per hour. Amazon is thus aligning itself with industry standards and joining the “high average” of the streaming market: the platform is catching up with rivals like Hulu, Tubi, and Paramount+ (Netflix retaining the lightest advertising experience). This is still less than traditional linear television with its 13 minutes per hour on average.
While the bet is risky—will viewers accept this advertising bombardment?—it’s all profit for Amazon’s accounts. This is especially true since the more numerous advertising spaces are also 10 to 20% cheaper, which attracts advertisers who do not necessarily have the means to sell their products on a premium service. Obviously, for the subscriber, it is a different story.
Source: Adweek
0 Comments