Amazon subscribers will see an increased number of advertisements from next year.
The company said it had not seen a sharp drop in subscribers since the first ads appeared in February – rather than charge a reduced fee for a With Ads version Amazon introduced commercials for everyone with a £2.99 supplement for those who wanted to opt out.
Last April, Kantar’s analysis claimed Prime Video’s introduction of an ad-supported tier had met with significant resistance.
In an interview with the Financial Times, Kelly Day, vice-president of Prime Video International said there would be an increasing number of ad slots for brands to target in 2025. She explained the advertising “load” would “ramp up a little bit more into 2025”.
However, a spokesperson for Amazon later told Broadband TV News: “We have not changed our plans to have meaningfully fewer ads than linear TV and other streaming TV providers, and evaluate advertising volumes to help ensure we’re delivering a great customer experience.”
Netflix Max/HBO, Paramount+ and Disney+ have all introduced their own as supported tiers.
Amazon says it can reach approximately 19 million British viewers, representing a third of the population, out of a global reach of 200 million.
Day told Prime Video had deliberately launched with a “very light ad load”, giving customers a “gentle entry into advertising that has exceeded customers expectations in terms of what the ad experience would be like”.
Source: https://www.broadbandtvnews.com/2024/10/03/amazon-to-increase-ad-levels-on-prime-video/