**Bad News for Amazon Prime Users as Video Ad Rules are Set to Change**
Subscribers of Amazon Prime Video should brace themselves for more adverts as the company plans to increase the number of ads to drive additional revenue. Reports from the Financial Times indicate that the streaming service will ramp up the frequency of ads from the coming year. Unlike the previous practice of only showing ads at the start of shows, there will now be mid-programme adverts as well.
Amazon made the controversial decision to introduce advertisements, even for paid subscribers, about eight months ago. Users have the option to pay an additional fee to enjoy an ad-free experience. Despite this change, Amazon has not experienced a significant decline in its subscriber numbers.
Kelly Day, the vice-president of Prime Video International, revealed to the Financial Times that there would be more advertising slots within the content starting from 2025. These additional adverts will not only be more frequent but also interactive, allowing viewers to make purchases directly from the ads by using their remotes or scanning with a phone.
The approach taken by Amazon differs from other platforms like Disney+ and Netflix, which offer cheaper subscriptions with adverts. Amazon’s strategy is to include everyone in the ad-viewing bracket unless they opt to pay more for an ad-free experience. Kelly Day acknowledged the unconventional approach taken by Amazon but expressed satisfaction with the results so far.
In addition to the increased number of adverts, Amazon is exploring interactive features within the ads to enhance user engagement and potentially boost sales. The company generated $12.8 billion from digital advertising in the second quarter of 2024.
As Amazon Prime Video prepares to implement these changes, subscribers can expect a shift in their viewing experience, with more ads interspersed within their favourite shows. The streaming service aims to strike a balance between ad revenue and user satisfaction while providing opportunities for direct engagement with advertised products.