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Miami Herald
6 days ago
- Business
- Miami Herald
Amazon Prime quietly makes controversial change to beloved service
Over the past few years, Amazon Prime, which currently costs $14.99 a month, has seen rapid growth in U.S. subscribers. The subscription service, which offers Amazon (AMZN) customers access to exclusive benefits such as free shipping, one-day delivery, Prime Day discounts, and a free Grubhub+ membership, reached roughly 180.1 million U.S. subscribers last year, which is about 44% higher than number of U.S. subscribers it had in 2017, according to data from Statista. Don't miss the move: Subscribe to TheStreet's free daily newsletter Amazon Prime is projected to reach 185 million U.S. subscribers this year as the service continues to see increased momentum from consumers. Related: Amazon faces another major boycott threat from consumers In Amazon's first-quarter earnings report for 2025, it revealed that it generated $11.7 billion in revenue from its subscription services (including income earned from Amazon Prime membership fees), which is almost 2% higher than what it earned during the same quarter last year. As Amazon Prime becomes more popular, its Prime Video service has quietly undergone a controversial change that will help increase the retail giant's revenue, and customers may not like it. Amazon Prime Video ads have gradually been elongated to last four to six minutes per hour, according to a new report from Adweek. When ads were first introduced to the platform last year, they only lasted two to three-and-a-half minutes per hour. Amazon recently confirmed this change to ad buyers, who are curious about how this will impact the platform's performance. Related: Paramount makes drastic decision amid shift in customer behavior "They told us the ad load would be increasing," said Kendra Tang, a programmatic supervisor at Rain the Growth Agency, while speaking to Adweek. "That's been confirmed recently when we noticed more avails in the system." When Amazon Prime introduced ads to its platform in January last year, it claimed in an email to customers that it aims "to have meaningfully fewer ads than linear TV and other streaming TV providers," so this change comes as a surprise. In a statement to TheStreet, an Amazon spokesperson said the company is focused on improving the customer experience on Prime Video. "We remain focused on prioritizing ad innovation over volume," said the Amazon spokesperson. "While demand continues to grow, our commitment is to improving ad experiences rather than simply increasing the number of ads shown." The recent news of longer ads on Prime Video is making some customers reconsider their subscriptions. "My Prime account is up for renewal in August. I will definitely be cancelling. Not only are the ads numerous, they are sometimes double in volume (loudness). I can't always hit the mute button fast enough," wrote one Amazon Prime user on Reddit. "Perfect, I was really hoping to finally cut myself off Prime Video, and this should do it," wrote another Amazon user on Reddit. More Retail: Costco quietly plans to offer a convenient service for customersT-Mobile pulls the plug on generous offer, angering customersKellogg sounds alarm on unexpected shift in customer behavior This doesn't come as a surprise, as Prime Video users have previously made it loud and clear on social media that they are not fans of ads on the platform, despite having the option to remove them for an extra $2.99 a month. Shortly after Amazon began rolling out ads on Prime Video, it was hit with a class-action lawsuit from a frustrated customer. The lawsuit accused Amazon of being "deceptive" and "unfair," violating state consumer protection laws, as it had advertised Prime Video as "commercial-free" for years. "To stream movies and tv shows without ads, Amazon customers must now pay an additional $2.99 per month," reads the lawsuit. "This is true even for people who purchased the yearly, ad-free subscription, and who are now mid-way through their subscription. This is not fair, because these subscribers already paid for the ad-free version; these subscribers should not have to pay an additional $2.99/month for something that they already paid for." Related: Best Buy CEO raises red flag about startling customer behavior The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.


Time of India
13-06-2025
- Business
- Time of India
Amazon Prime Video's ad supported tier users may be facing a new 'problem'
Amazon Prime Video users on the ad-supported tier may be facing an increased number of commercials. The streaming platform owned by the e-commerce giant has reportedly doubled the ads it served per hour. Tired of too many ads? go ad free now This rumoured change comes after Amazon introduced advertisements to its Prime Video streaming service last year, with an initial promise of a light and uniterreputing experience. According to a report by Adweek, the latest move aims to increase monetisation from its audience. The ad supported tier isn't available in India yet, but Amazon has announced that Prime Video content in India will include "limited advertisements" beginning June 17. As per the report, Amazon Prime Video has doubled its ad load to 'four to six minutes per hour,' up from the two to three-and-a-half minutes promised when ads launched in January 2024. An Amazon spokesperson has even confirmed the increase to AdWeek but the reported didn't specify any details. However, the report cited industry sources to claim that the company has quietly signaled the same to investors for months. Why Amazon is increasing ad times for Prime Video users This surge in ad time is part of Amazon's broader push to monetise its streaming investment that will help the company invest billions into originals like The Lord of the Rings: The Rings of Power and The Boys, the report claims. Earlier this year, reports surfaced that Amazon would auction off ad spots and deploy more targeted, context-driven ads using its extensive consumer data. While advertisers may welcome these changes, viewers see their experience as collateral damage. To compare, Prime Video rival Netflix , has also avoided ads for years but eventually introduced an ad-supported tier to attract viewers deterred by price hikes. The report notes that streaming services often launch with generous pricing to outcompete rivals, then raise prices or increase monetisation once they dominate the market. India's New AC Rule: Cooling Between 20°C–28°C Explained


Hindustan Times
13-06-2025
- Business
- Hindustan Times
Prime Video increases the number of ads while streaming: Know how it will affect users
Are you experiencing more ads lately while streaming content on Amazon Prime Video? Well, you're not the only one. Amazon has quietly increased ads while streaming content on Prime Video. The ads have reportedly increased from 2 to 3.5 minutes to 4 to 6.5 minutes of ads on an hourly basis. While this may hamper users' viewing experience, it will attract more advertisers to the platform, generating higher revenue. Therefore, the number of ads is expected to gradually increase. However, Prime Video subscribers can always pay additional money to avoid ads entirely. Know what the Amazon representative said about the matter and what it means for the company. In a recent Adweek report, Amazon has reportedly increased the number of ads on its online streaming platform Prime Video. An Amazon representative said, 'Prime Video ad load has gradually increased to four to six minutes per hour.'With a greater number of ads, Amazon is expected to reduce the Cost Per Mille (CPM) for ads, which will likely make advertising cheaper on the platform. The trend of ad inclusion on online streaming platforms has scrapped the vision of an ad-free experience as viewers are already paying a huge sum. However, now OTT viewers will have to pay extra for an ad-free experience. Now, the real question is, will the OTT viewers start accepting ads on the platform, or will it drive the viewers away? Earlier, OTT platforms like Netflix cracked down on account sharing and restricted users outside of the house from using the same account. On the other hand, HBO Max also restricts password sharing. Now, the OTT platforms are opting for ad revenue, hampering user experience. Mobile Finder: iPhone 17 LATEST specs, features, and price Just a few days earlier, Amazon announced an add-on plan for subscription users to enjoy ad-free viewing. With this add-on plan, users will have to pay Rs.129 extra on a monthly basis or Rs.699 extra yearly. These prices will be applied over the Amazon Prime annual membership, which is priced at Rs.1499. This new plan is reported to start from June 17.
Yahoo
13-06-2025
- Business
- Yahoo
What the Tech: Streaming and ads
Remember the good old days of 'cutting the cord'? The promise was simple: ditch expensive cable TV, with its endless channels you never watched, and, most importantly, its commercials. For a while, streaming services like Netflix, Hulu, and Amazon Prime delivered on that promise, offering an ad-free (or at least ad-light) viewing experience. But if you've noticed more interruptions lately, you're not alone. The commercial creep is real, and it's turning your streaming experience into a familiar —and frustrating —echo of traditional cable. It's no illusion. These platforms are quietly, but steadily, increasing the number of ad breaks, even for their paying subscribers. Let's break down what you're sitting through. Netflix, a pioneer in the ad-free model, launched its ad-supported tier roughly three years ago. This $8 a month option, which has become one of its fastest-growing plans, comes with about 4 to 5 minutes of ads every hour. While this is less than what you'd find on traditional TV, it's a significant shift for a platform we loved for uninterrupted binge-watching. Amazon Prime, another major player, also jumped on the ad bandwagon in early 2024. They initially promised a 'limited' number of ads at the start of a show and around 2 minutes of commercials per hour on their standard plan. However, reports from Adweek suggest that Amazon has quietly doubled these interruptions, with viewers now seeing up to 6 minutes of commercials per hour. This is particularly jarring for subscribers who already pay a hefty $140 annually for their Prime membership. Hulu, on its basic plan, is perhaps the most ad-heavy of the major streamers, clocking in around 9 minutes of commercials every hour. This puts it uncomfortably close to the commercial load you'd typically find on cable TV channels. What makes these increased ad loads even more frustrating is their placement. There's nothing quite like being engrossed in a thrilling car chase or a pivotal dramatic moment, only for the screen to suddenly cut to a commercial break. Unlike free platforms like Tubi, Pluto, and the Roku Channel, where ads are expected, these interruptions feel more disruptive because you're actively paying for the service. So, what's a viewer to do? If you want to escape the commercials, you'll have to dig deeper into your pockets. Ad-free plans on Netflix and Hulu will set you back an extra $10 a month. For Amazon Prime Video, even with an existing $140 Prime subscription, removing ads will cost you an additional $3 a month. As streaming services continue to seek new revenue streams, the trend of increasing ad exposure is likely to continue. The burning question for viewers remains: how much is too much? The line between a premium, ad-free experience and just another version of cable TV is becoming increasingly blurred. Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.


Android Authority
12-06-2025
- Android Authority
Amazon may double the time you spend watching ads on Prime Video
Edgar Cervantes / Android Authority TL;DR A new report says Prime Video is increasing its ad load to four to six minutes per hour. This doubles the amount of ad time ad-tier users were previously exposed to. In terms of lightest to heaviest ad experience, it's said Amazon's platform is now in the middle tier. Despite immense pushback from customers, Amazon introduced ads to Prime Video in 2024. While no one likes the idea of going from no ads to ads, at least the ad experience was light compared to other platforms like Hulu or Paramount Plus. Soon that will change as Amazon plans to double the amount of time you spend watching ads. A new report from Adweek claims that Amazon is increasing the amount of ad time on Prime Video. According to six ad buyers and documents reviewed by the outlet, the current ad load is now about double what it used to be. In a recent email obtained by Adweek, an Amazon representative wrote to an ad buyer, 'Prime Video ad load has gradually increased to four to six minutes per hour.' Previously, the platform only showed two to three and a half minutes of ads per hour. When asked about the increase, Amazon provided the following statement: Our commitment is to improving ad experiences rather than simply increasing the number of ads shown. While demand continues to grow, our commitment is to improving ad experiences rather than simply increasing the number of ads shown. This change follows in line with the plans the company set in late 2024. Amazon reportedly told investors it would 'ramp up' the ad volume in 2025. Currently, Netflix is said to have one of the lightest ad experiences of any platform, while Hulu and Paramount Plus are on the heavier end. So where does Prime Video now sit in that lightest to heaviest spectrum? 'Prime Video is now firmly in that middle tier,' says Doug Paladino of PMG. Got a tip? Talk to us! Email our staff at Email our staff at news@ . You can stay anonymous or get credit for the info, it's your choice.