Amazon Will “Ramp Up” Prime Video Ads in 2025

Amazon has plans to increase the number of ads on Prime Video in 2025, following user acceptance of its current ad load. This adjustment is expected to test viewers’ tolerance for advertising within streaming services.

Key Points

• Increased Ad Slots: Kelly Day, VP of Prime Video International, revealed that more advertising slots would be available to advertisers next year, suggesting an uptick in ads shown during programming.

• Current Ad Experience: Launched earlier this year, Prime Video’s ad tier was characterized by a “very light ad load,” designed to ease users into the experience without disrupting their viewing.

• User Retention: Despite initial qualms about ads, Amazon reports low subscriber churn rates, indicating that most users have remained satisfied even with the introduction of advertising.

The Story So Far

Initially, when the ad-supported tier was introduced, subscribers experienced roughly 2 to 3.5 minutes of advertising per hour, with an emphasis on ensuring ads do not interrupt the viewing experience. Amazon maintains that they aim to provide fewer ads than traditional TV. However, there is an indication that changes may occur, as Day stated that “the ad load will ramp up a little bit.”

In response to queries about the ad tier, Amazon highlighted that they are continually assessing advertising volumes to maintain a quality customer experience, with spokespersons reiterating their commitment to have fewer ads than competitors.

The Landscape Ahead

Amazon is not only increasing ad slots but also introducing shoppable ads in 2025, which could further integrate advertising into the viewing experience. This new format will include interactive elements designed to engage viewers in a different way.

Despite the heavy reliance on ads, Prime Video has not significantly affected Amazon’s overall ad business approach yet. The service reportedly has 200 million monthly viewers, and the recent experiments with ads have not triggered a notable decline in subscriptions.

The Bottom Line

As streaming services fight to maintain profitability amid rising operational costs, more companies may follow Amazon’s lead in expanding ad loads and experimenting with innovative ad formats. For subscribers, this raises questions about the balance between ad acceptance and content consumption.

Amazon’s strategy represents a growing trend among streaming services to test the limits of viewer tolerance for advertising—a challenge that many platforms will likely face as they adapt to changing market conditions.

For now, Amazon appears poised to expand its ad presence, evaluating viewer reactions and satisfaction as they push boundaries in the space. With current market conditions favoring ad-supported subscription models, it’s clear that the dialogue about the role of ads in streaming will continue well into the future.