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Get ready to watch even more ads on the Amazon Prime Video subscription you're already paying for

Haven't we suffered enough? Well, Amazon doesn't think so, because according to a new report, the company now plans to increase the number of ads on its Prime Video streaming service early next year.

This news comes less than a year after Amazon introduced ads on Prime Video, following a trend among major streaming platforms. While the exact number and placement of the new ads is still unclear, it is clear that ads have become a significant source of revenue for Amazon.

Advertising as a source of income

Although Prime members already pay a monthly fee, Amazon has managed to generate additional revenue through ads. The company recently announced that it exceeded its advertising goals, generating over $1.8 billion in commitments at a preview event in September. Prime Video's ad-supported tier has a significant user base, reaching 19 million monthly users in the UK and over 100 million in the US.

A “gentle introduction” to advertising

Kelly Day, vice president of Prime Video International, acknowledged that the company's initial approach to advertising was a “soft entry” and deliberately started with a “very light load” to get viewers used to it. This strategy appears to have paid off as Amazon did not see a significant increase in cancellations or churns after introducing ads.

We know it was a bit of a contrarian approach, but it actually turned out a lot better than we expected.

Kelly Day, vice president of Prime Video International

Interactive advertising and the future of streaming

Amazon is also developing interactive ads that allow Prime Video viewers to add products to their shopping cart directly from the streaming platform. This feature will be available for both physical remotes and the Prime Video app. It appears that advertising is here to stay on streaming platforms. As consumers, we are increasingly faced with the choice of either paying a premium for ad-free experiences or enduring a growing number of advertisements that interrupt our viewing experience. As a technology enthusiast and consumer, I personally find this trend concerning.

While I understand that streaming services need to generate revenue, the proliferation of advertising can have a negative impact on the viewing experience. It also raises questions about the value proposition of subscription services when advertising is still present, further highlighting the importance of consumers voicing their opinions about their wallets. Going forward, it will be interesting to see how Amazon and other streaming platforms balance their need for revenue with the desire to provide their subscribers with a seamless and enjoyable viewing experience.

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