Amazon Prime Video Now Shows Twice As Much Ads As Before 3l1ht Report

In India, s will pay an additional Rs. 129 per month or Rs. 699 per year on top of their existing Prime subscription to enjoy an ad-free experience. 2t3p3z

Written by Siddharth Suvarna | Updated: 12 June 2025 18:51 IST

Amazon Prime Video Now Shows Twice As Much Ads As Before: Report

Photo Credit: Amazon 5i2y20

Amazon has yet to publicly acknowlege the increase in ad load

Highlights

Amazon willl soon start showing ads between content in India
The increased ad load is expected to lower M
The new ad load on Amazon could potentially annoy viewers

ment

Amazon will start showing limited ments to Prime Video s in India later this month. Subscribers can choose to pay an extra amount to continue enjoying an ad-free experience. However, in some regions, Amazon has already started showing ads between content with a new report now claiming that the company has also increased the number of ads for s. This reported increase in ad load is expected to result in a lower M (cost per mille) or the amount of money rs pay for every thousand impressions.

Amazon Prime Video Increases Ad Load 1w6w3z

According to a report by AdWeek, Amazon has increased the ad load on Prime Video, nearly doubling the amount. When it started an ad tier in 2024, s would reportedly get two to three-and-a-half minutes of ads per hour. Now, the amount of ads has increased to four to six minutes per hour, as per the report. More ads are said to lower the M and increase the ad space, encouraging more ments.

However, an increase in ads is also disruptive to the viewing experience, and it might annoy s. The report notes that the ad buyers will be mindful of how this increase in ad load is impacting experience. If it drives a significant number of viewers away, it will be a cause for concern for Amazon.

Amazon Prime Video Will Start Showing Ads Between Content From Next Month

Amazon initially had a lower ad load due to the backlash it received from introducing the ad tier, as per the report. The gradual increase is attributed to the company trying to keep up with other platforms and utilise its large viewer base more.

The aforementioned report notes that the increased ad load on Prime Video is still considerably lower than traditional television channels, which show about 13 to 16 minutes of ads per hour. Concerning OTT platforms, Amazon has reportedly managed to slot itself in the middle, as Hulu, Tubi, and Paramount+ have heavier ad loads. Netflix reportedly has the lowest ad volume among leading streaming platforms.

Further, the report claims that Amazon notified investors of the move to increase ad load but has yet to publicly acknowledge the move. The company has refused to directly comment on the matter, although a spokesperson reportedly said that Amazon is committed to improving the ad experience for s rather than only increasing the number of ads.

Amazon Prime Video had announced earlier this year that starting June 17, all s will see ads while watching films and TV shows. Amazon's Prime subscription plan pricing in India — Rs. 299 per month, Rs. 599 per quarter, and Rs. 2,499 per year — remain unchanged. To continue watching without ads, s can pay an additional Rs. 129 per month or Rs. 699 per year.

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Sucharita Ganguly

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Sucharita is a writer with Gadgets 360 and is mostly found playing with her cat in her free time. She has previously worked at breaking news desks across organizations. Powered by coffee, The Beatles, Bowie, and her newfound love for BTS, she aims to work towards contributing to a better media environment for women and queer folk. More