If you think streaming services already have too many ads, this is an announcement that might just make you cringe...
Advertising, the new El Dorado for streaming platforms?
Indeed, over the past two years, streaming platforms have focused on new offers where advertising is more present, such as Netflix and its ad-supported subscription launching in 2024.
More recently, YouTube has even been heavily criticized for its "Peak Points" format, which consists of placing ads at the most viewed moments in a video.
It was also last year that Amazon Prime Video announced the integration of ads into its programs, news that was not well received by some subscribers. But could this trend be intensifying?
From 2 minutes to 6 minutes of ads per hour
According to a Wall Street Journal article, ads on Amazon Prime Video previously lasted between 2 and 3.5 minutes every hour, a figure that Amazon never explicitly communicated.
As AdWeek mentions in its report from last Wednesday, advertisements on Amazon Prime Video have been gradually increased slightly, to reach 4 to 6 minutes per hour.
But beyond all the economic considerations brought about by this development, Amazon wants to be reassuring and confident about the future of its service...
A user experience still there according to the figures
Although this news is not the most encouraging for some Amazon Prime Video subscribers, AdWeek states that the increase in advertisements has not caused a drop in the number of subscribers.
And while this observation may seem surprising at first glance, it can actually be explained by Amazon's desire to implement a real advertising strategy, without focusing solely on the profits generated.
In a statement from Amazon's public relations department following the publication of this report, the company affirms its desire to work on a real "advertising experience".
Contrary to appearances, Amazon does not necessarily want to focus on the number of ads shown or on a simple advertising volume, but on the most optimal user experience possible.
This is undoubtedly why Amazon has recently communicated on advertising innovations recently, such as Complete TV which allows advertisers to better manage their ads on the service, or Brand+ which aims to use artificial intelligence to improve advertising campaigns.
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