When Amazon introduced ads on Prime Video in January 2024, it said it aimed to have meaningfully fewer ads than rivals—reportedly, just two to three-and-a-half minutes per hour. Less than 18 months later, that number has quietly doubled.
According to six ad buyers and documents reviewed by ADWEEK, the current ad load on Prime Video now ranges from four to six minutes per hour. And while that could bring down CPMs, buyers will be watching whether this impacts user experience.
“Prime Video ad load has gradually increased to four to six minutes per hour,” an Amazon representative wrote to an ad buyer in an email obtained by ADWEEK. The exchange occurred earlier this month...
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