Amazon Prime Video users will have to encounter more ads while streaming this month. Amazon plans to boost ad load on Prime Video to lower CPM. The users are unhappy as Prime Video introduces up to 6 minutes of ads per hour.
Reportedly, Amazon increased ad load from 3.5 to 6 minutes per hour. This will have a negative impact on how users view content and push advertisers away. AdWeek reports that Amazon Prime Video will increase its ad load to six minutes per hour later this month.
Prime Video Users Unhappy as the platform starts 6-minute ads per hour
Still, the streaming platform’s ad load remains lower than many OTT platforms, with 13 to 16 minutes of ads per hour. Netflix has the lowest ad load of any streaming service. More ads lead to reduced CPM (cost per mile), which is the fee for every thousand views.
In 2024, Amazon launched its ad tier featuring 3.5 minutes of ads each hour. It will nearly double to six minutes to attract more advertisers. Amazon launched its ad tier last year but limited it due to user backlash.
Now, Prime Video introduces up to 6 minutes of ads per hour and looks to increase the time given to advertisements to stay competitive with other OTT platforms.
Amazon Prime in India costs Rs. 299 monthly or Rs. 1,499 annually. Users can opt for an ad-free model for Rs. 129 monthly or Rs. 699 annually.