Amazon Prime Video to increase the number of ads it shows

© Unsplash/Thibault Penin

Like Netflix and Disney+, Amazon Prime Video has finally succumbed to advertising. Since April, French users of the streaming service have been seeing ads before and during video playback. To no longer see these ads, you have to pay a supplement of 1.99 euros. And in 2025, the number of ads that Amazon will broadcast on its streaming platform will increase. This was announced by Kelly Day, vice president of Prime Video International, in an interview with the Financial Times.

In this interview, she discusses the success of Prime Video's transition to the new model partially financed by advertising. Indeed, it did not cause a significant drop in the number of subscribers. And the audience's reaction was significantly better than the group had anticipated. The doubts that Amazon's managers had were therefore allayed. And the latter decided to offer more advertising space to advertisers from 2025.

A small number of ads to start with

Another interesting indicator: in addition to the fact that there were not many reactions and unsubscriptions, the number of people who subscribed to the ad-free version would also be relatively low. Indeed, while Amazon has not given an exact number, users of the ad-free version of Amazon Prime would have a share below the 20% estimated by analysts. And all this could be explained by the fact that Amazon has decided to take it easy. The head of international activities for Amazon Prime Video explains that the group deliberately chose to broadcast few advertisements, to begin with. She mentions “a smooth entry into advertising that has exceeded customer expectations in terms of the advertising experience.”

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In any case, Amazon believes that it is now time to take the next step to generate more revenue through advertising. Moreover, in addition to increasing the number of ads, Amazon will also evolve the formats. For example, Amazon will offer interactive ads that will allow the audience to add items to their carts and learn about a product, without having to leave the streaming service.

• Since April 2024, Amazon Prime Video users in France have been seeing ads, unless they pay extra for an ad-free version
• And starting next year, the number of ad spaces offered to advertisers will increase
• Amazon believes that Prime Video audiences have responded well to the arrival of advertising
• In addition, it has deliberately chosen to broadcast only a limited number of ads, to begin with
• Otherwise, Amazon will also evolve its advertising formats, with interactive ads that will allow the user to add items to their cart without having to leave the streaming

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