Amazon has increased the ad time on its Prime Video streaming platform to 4 to 6 minutes per hour, according to Adweek.

This change marks an increase from the previous limit of 3.5 minutes introduced when the ad-supported tier launched.

This follows Amazon’s 2023 move to charge US$3 per month for an ad-free version of Prime Video, which was once included in Prime subscriptions.

Prime Video’s rising ad load reflects a broader shift among streamers like Netflix, Max, Peacock, and Paramount+ toward ad-supported models.

By comparison, traditional broadcast TV typically runs 13 to 16 minutes of ads per hour.

Amazon has not officially confirmed the updated ad duration.

🔗 Source: Engadget

🧠 Food for thought

1️⃣ The streaming industry is returning to TV’s ad-supported roots

Amazon’s move reflects a broader industry trend, as streaming services shift away from the ad-free model that initially set them apart from traditional television.

The transition accelerated in 2023-2024, with ad-supported subscribers growing to represent 46% of all streaming subscriptions, and 65% of these subscribers being new users rather than converting from premium tiers 1.

Nearly all major streaming platforms now offer ad-supported options, with Netflix’s ad tier alone reaching 94 million global monthly active users despite initial hesitation to adopt advertising 2.

This shift highlights streaming’s evolution into a business model more akin to traditional television economics, prioritizing ad revenue alongside subscription fees.

By 2024, the percentage of U.S. consumers using ad-free streaming services dropped from 84% to 58%, while 98% used at least one ad-supported service, showing a significant shift from streaming’s ad-free beginnings 3.

2️⃣ Economic pressures drive consumer acceptance of advertising

Amazon’s increase in ad time reflects confidence that viewers will tolerate more interruptions rather than pay additional fees, supported by market research showing changing consumer preferences.

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