Prime Video: Amazon wants to increase the number of advertisements in programs in 2025

Amazon is preparing to increase the number of advertisements presented to its subscribers on its Prime Video streaming service in 2025, according to the words of the vice-president of Prime Video International, Kelly Day, reported by our colleagues at Financial Times.

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Ads in different formats

It must be said that the introduction of advertising on Prime Video earlier this year did not really put off subscribers to the streaming platform. However, it was done by transforming a classic subscription into a formula with advertising while maintaining the same price, where other streaming services like Netflix and Disney+ have created a new offer with advertising, but at a reduced price.

On Prime Video, those who want to avoid advertising must pay €1.99 more per month, but according to Day this has not caused a massive exodus from the service: “The subscriber loss was much lower than we expected, we didn’t really see a wave of people unsubscribing.”

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The vice-president did not specify how many users chose to put their hands in their wallets to avoid advertising but stressed that again the number is lower than the 20% anticipated by experts.

The fact is that, for the moment, Prime Video only offers ad breaks ranging between 15 and 60 seconds, for a total of no more than three and a half minutes per hour. However, things will change in 2025, and the platform intends to introduce new advertising formats.

Some will be interactive, allowing viewers to pause a film or series and add items to their Amazon basket or learn more about a brand with a simple click of a remote control, all without leaving the program they are viewing. They’re watching on Prime Video.

Globally, Amazon can reach 200 million consumers with its ads on Prime Video, more than half of which are in the United States alone. And if its streaming service has “gently” introduced advertising in 2024, it seems ready to work harder in 2025 to attract more advertisers.

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