Amazon Doubles Prime Video Ads to 6 Minutes Per Hour

Amazon has quietly doubled the ad load on Prime Video to 4-6 minutes per hour, up from the 2-3.5 minutes initially discussed when ads launched in 2024. AdWeek reports: According to six ad buyers and documents reviewed by ADWEEK, the current ad load on Prime Video now ranges from four to six minutes per hour. And while that could bring down CPMs, buyers will be watching whether this impacts user experience. 'Prime Video ad load has gradually increased to four to six minutes per hour,' an Amazon representative wrote to an ad buyer in an email obtained by ADWEEK. The exchange occurred earlier this month.

The increase, which Amazon had telegraphed to investors but has not publicly acknowledged to consumers, gives the company significantly more inventory to sell across its rapidly expanding streaming business. 'They told us the ad load would be increasing,' said Kendra Tang, programmatic supervisor at Rain the Growth Agency. 'That's been confirmed recently when we noticed more avails in the system.'

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