In January 2024, Amazon transitioned all Prime Video subscribers to a new ad-based tier unless users opted to pay an additional fee for an ad-free experience. Currently, this ad-supported subscription has seen a significant increase in ad load, averaging four to six minutes of advertisements per hour, which is double the original estimate. Initially, Amazon had positioned the ad tier as offering fewer ads compared to traditional and other streaming services. However, this move has sparked dissatisfaction among subscribers as their viewing experience has degraded due to the growing volume of ads.
Amazon's ad load for Prime Video has increased to four to six minutes of ads per hour, double the initial average of two to three-and-a-half minutes.
An Amazon representative stated, 'We remain focused on prioritizing ad innovation over volume,' emphasizing a commitment to enhancing ad experiences.
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