Amazon Prime Video Users Face Doubled Ad Time, Frustration
Amazon Prime Video users now sit through four to six minutes of ads per hour, with ad time doubling since 2024.
Written by Jackie Leavitt (Co-Chief Editor)
Reviewed by Aleksander Hougen (Co-Chief Editor)
Last Updated:
When Amazon started including ads on all Prime Video streaming accounts in January 2024, it reportedly aimed to have far fewer ads than rivals, roughly two to three-and-a-half minutes per hour. Now according to AdWeek, the streaming service has quietly doubled that to range between four and six minutes per hour.
All this comes as Nielsen reported in May a historic milestone: for the first time ever, streaming has surpassed the combined volume of broadcast and cable viewership. Streaming represented 44.8% of TV viewership, while cable and broadcast represented 24.1% and 20.1%, respectively, totalling 44.2%.
Within Nielsen’s streaming category, YouTube ranked first (12.5%), followed by Netflix (7.5%), Disney (5%), Prime Video (3.5%), Roku Channel (2.5%), Paramount+ (2.2%), Tubi (2.2%), Warner Bros Discovery (1.5%), Peacock (1.4%) and other streaming platforms (6.5%).
Unfortunately, in our testing of the best Prime Video ad blockers, these tools didn’t work consistently to block ads on Prime Video. This means Prime Video viewers have little choice but to sit through increasingly more ads — or pay for the ad-free version.
Online chat groups on the topic, like this one on reddit, show a mix of frustration and weary acceptance.
Time will tell if Prime Video loses market share as viewers tire of the increased advertising. In the meantime, check out our guide to the best streaming services if you want an alternative. Additionally, if you’re looking to trim costs in your streaming budget, read our guide on how to cut costs with streaming services.