Amazon intends to add more advertising to its streaming service in 2025, with new formats.
Launched 8 months ago, advertising on the streaming site has not driven away many Amazon Prime subscribers. A trend which reassures the American giant which feared a negative reaction and which therefore encourages it to plan new advertising spaces from 2025.
The video streaming market with advertising is very competitive, with giants like Netflix, Disney+, Max or Paramount+ which have set up a subscription of the type at a lower price than that of offers without advertising. Amazon is therefore seeking to attract advertisers by announcing in particular that it has a global advertising reach of around 200 million viewers.
However, the transfer was automatic for Prime customers, who switched to an offer with advertising unless they paid for an option to get rid of it. According to Kelly Day, vice president of Prime Video International, less than 20% of customers ultimately opted for the paid solution. She also explains that to avoid too strong a rejection, the streaming service had opted for a “very light advertising load”.
Thus, more advertisements will be offered from 2025 on the streaming service, with new interactive and “shoppable” formats: spectators will be able to add an item to their basket with a click on their remote control or by scanning their mobile device, without having to to leave their program.
Source : Financial Times
This article was reprinted on the Univers FreeBox website
