Amazon plans to increase the number of ads shown on its Prime Video platform next year, according to a report from the *Financial Times*. In an interview with the outlet, Kelly Day, vice president of Prime Video International, confirmed that the volume of ads will “ramp up a little bit more” in 2024.
This comes after Amazon introduced ads across Prime Video’s programming, including movies and TV shows, earlier this year. Since January, viewers in the U.S. have been given the option to enjoy an ad-free experience for an additional $3 per month. However, live sports broadcasts, such as the NFL’s “Thursday Night Football,” continue to include commercial breaks for all viewers, even those who opt for the ad-free subscription.
The ad-supported model has proven successful for Amazon. The company exceeded its target of $1.8 billion in ad-spending commitments during the TV upfronts, according to *The Information*. This success indicates that advertisers are eager to invest in the platform, and Amazon is capitalizing on that momentum.
Interestingly, Kelly Day noted that less than 20% of Prime Video subscribers are paying for the ad-free option, suggesting that most viewers are willing to tolerate ads for access to the platform’s wide array of content.
With Amazon planning to further increase ads, Prime Video users can expect to see more interruptions during their viewing experience next year. However, the ad-free option will remain available for those willing to pay a premium to avoid the extra commercials.