There Are Reportedly Nearly Twice As Many Advertisements On Prime Video As There Formerly Were

It might not be an error if it seems like you view advertisements on Prime Video far more often than you used to.

According to Adweek, Amazon has boosted the “ad load”—the amount of advertisements in Prime Video—to four to six minutes each hour. It was earlier reported in October 2024 that Amazon planned to expand the quantity of advertising in its streaming service.

Ads could play for up to three and a half minutes when Amazon originally upgraded its basic Prime Video subscription to an ad-supported tier, but now they can only play for a maximum of six minutes every hour, which is almost twice as long. Prior to announcing at the end of 2023 that eliminating advertising would cost an additional $3 per month, the firm offered all of Prime Video’s features and an ad-free experience for the price of Amazon Prime ($159 per year or $15 per month) or $9 per month. In addition to introducing advertisements, Dolby Atmos and Dolby Vision are not supported by Amazon’s basic plan.

To verify the ad load modifications, Engadget has contacted Amazon. If we hear back, we’ll update this post.

Cheaper ad-supported subscriptions are now standard on the majority of streaming providers, regardless of your ad-tolerance level. Netflix, Max, Peacock, and Paramount+ all provide ad-supported subscriptions. Apple reportedly began assembling a team to sell advertisements for a potential ad-supported version of Apple TV+ in 2023, even though the company could theoretically afford to lose money on subscriptions.

Adweek points out that streaming providers still impose significantly fewer commercial breaks than broadcast TV, even though nobody wants to have their Prime Video experience interrupted any more. Traditional television “typically ranges from 13 to 16 minutes per hour” with advertisements.

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