Amazon isn't done with ads on its Prime Video streaming service. We have some very bad news for you. We'll explain what's going to happen.
Remember the time when streaming services emphasized the fact that, unlike television, they didn't broadcast advertisements? Unfortunately, those days are long gone. All the major platforms have a cheaper plan, but with ads. Amazon's Prime Video is doing worse: the subscription price has increased, and on top of that, programs are interrupted by advertisements as long as you don't pay an extra €1.99 per month.
To sweeten the pill, the web giant announced at the time that it would go slowly. On average, no more than 2 to 3 minutes 30 seconds of advertisements per hour of streaming. This is indeed much less than TV with its 13 to 16 minutes over the same period. It's been a little over a year now that viewers have been subjected to ads on Prime Video, and if you're already tired of them, you're not going to like what's next.
Amazon Persists and Signs on with Ads on Prime Video
According to information obtained by Adweek, Amazon has doubled the number of ads per hour on Prime Video. We're now at about 6 minutes. The increase didn't happen overnight, but gradually. Of course, without ever warning users. The advertisers, however, were perfectly aware of this. Several people say they received emails from Amazon announcing the news in early June 2025.
When asked about this, the company deflected: “As demand continues to grow, our commitment is to improve advertising experiences rather than simply increasing the number of ads displayed,” a spokesperson said. A half-hearted admission, in short.
Those who don't want to pay will therefore have to endure even more cuts, if they haven't already. And while we're announcing bad news, let's also remember that Prime Video will launch new advertising formats on the platform, theoretically by August 31, 2025.
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