2024-10-03 10:13:24
Amazon will increase the number of Prime Video adverts next year.
The company explained that it had not seen a sharp decline in subscribers since advertisements were introduced to the platform earlier this year and it will now try to bring more brands to the streaming service.
Kelly Day, vice-president of Prime Video International, explained to the Financial Times that the advertising “load” on the streamer would “ramp up a little bit more into 2025”.
Amazon has now joined rival platforms such as Netflix and Paramount+, which offer an ad-supported tier to customers at a lower price than subscriptions that are advert-free.
Day described how Prime Video had intentionally launched with a “very light ad load” – including no commercials in the middle of programmes – which “exceeded customers expectations in terms of what the ad experience would be like”.
The streamer automatically switched its more than 200 million global subscribers to the ad-supported service, unless they opted to pay extra for the premium content that does not include commercials.
Day said: “We know it was a bit of a contrarian approach to take to things from us. But… it’s actually gone much better than we even anticipated.
“We haven’t really had a groundswell of people churning out or cancelling.”
She did not disclose how many subscribers had chosen to spend more on the ad-free service but insists that it is less than the figure of 20 per cent that some analysts have estimated.
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