A year ago, Prime Video followed the path pioneered by Netflix and Disney+ by integrating advertising pages into its cheapest plan. Like its competitors, the American company was looking to diversify its revenue streams and make itself more attractive. The company then promised an average of three minutes and 30 seconds per hour, far from the standards of linear television in the United States and also in France. In the SVoD sector, the Prime Video subsidiary also stood out at the bottom of the rankings, facing Netflix and its 4 to 5 minutes of advertising per hour.
However, many users complain about seeing the number of advertisements increase in recent months. According to an AdWeek report, it has increased considerably. The media outlet specializing in advertising news explains that it has obtained an email sent by the firm to an advertising buyer. According to the document, the three and a half minute interruption is no longer really an issue. It reads: “The advertising load on Prime Video has gradually increased to reach four to six minutes per hour.” The email was reportedly sent to advertisers earlier this month. This information was confirmed by the Programmatic Supervisor of an agency that works with Prime Video. Interviewed by the American media outlet, she explained: “They told us that the load would increase. This was confirmed recently when we noticed an increase in the number of ads available in the system.” An Amazon spokesperson contacted by Adweek did not respond to questions from the American media outlet but referred to a press release shared by the company on advertising on Prime Video.
And in France?
After several visits to Prime Video in France, it seems that the number of interruptions has not yet reached four minutes in most cases. For a recent series like Overcompensation, we noted that the advertisements did not exceed two minutes for an hour via the web version of the site. For a film, the same observation is made with 15 seconds before the program launch and a mid-roll of around forty seconds. On television, it's a different story. For the series Escort Boys, there are between two and three interruptions per episode, of around one minute and 30 seconds. Each chapter is introduced by a 15-second commercial. It must be said that the series is one of the most popular programs of the moment, a reception that Prime Video has undoubtedly highlighted to highlight the value of its advertising campaigns.
To be honest, Prime Video's ads are not as calibrated as many of its competitors since some programs are sponsored by brands. In exchange for a few seconds of footage at the beginning of a series' episodes, viewers can enjoy a seamless experience afterwards. This was the case with My Lady Jane in 2024.
The program was sponsored by a cosmetics brand, whose core target was also that of the series. The benefits are twofold: viewers feel like they are receiving a favor, and Prime Video can still generate advertising revenue by highlighting a prime position in an ocean of advertising pages.
*** The editorial team contacted Prime Video for details regarding the duration of ads on the platform and the situation in France. This article will be updated to include a response from Amazon or one of its representatives ***
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