Amazon Doubles Ad Load on Prime Video: Exclusive Announcement

When Amazon rolled out ads on Prime Video back in January 2024, they assured us it would be a light load—just two to three-and-a-half minutes per hour. But fast forward less than 18 months later, and that number has quietly doubled. According to information from six ad buyers and documents seen by ADWEEK, the current ad load on Prime Video varies from four to six minutes per hour. This increase could potentially bring down CPMs, but everyone is keeping an eye out to see if it affects the user experience.

In an email obtained by ADWEEK, an Amazon representative mentioned that the Prime Video ad load has gradually grown to four to six minutes per hour. This change, though hinted at to investors, has not been publicly announced to consumers. By expanding the ad load, Amazon now has more space to sell ads across its growing streaming platform.

“They told us the ad load would be increasing,” mentioned Kendra Tang, the programmatic supervisor at Rain the Growth Agency. “That’s been confirmed recently when we noticed more avails in the sys.”