The news: Amazon has quietly doubled the ad load on Prime Video since launching its ad-supported tier in early 2024, per Adweek.
The platform now serves 4 to 6 minutes of ads per hour, up from 2 to 3.5. While the increase hasn’t been formally announced, media buyers confirm the shift and tie it to Amazon’s broader effort to scale its connected TV (CTV) inventory.
The expansion puts Prime Video in line with mid-tier streamers like Hulu and Paramount+ in terms of volume, though still well below linear TV’s 13 to 16 minutes per hour.
Why it matters: As one of streaming’s largest players, Amazon’s doubled inventory meaningfully expands CTV’s available ad supply. That could mean better pricing and more choice for buyers—particularly for cost-conscious advertisers.
- According to ANA data, 2024 CTV CPMs averaged $12.90—but varied by marketplace. Private marketplace (PMP) CPMs averaged $15, while open-market placements were $5.54.
- If Prime Video maintains PMP-level rates, it reinforces Amazon’s premium positioning. But if CPMs dip, the platform may become a stronger draw for performance buyers. Either way, Amazon’s infrastructure—linking media exposure to purchase pathways—adds appeal.
Viewer habits support the change. YouGov data shows Prime Video usage remains strong across age groups:
- 47% of users stream at least 2–3 times per week;
- 15% watch daily;
- 89% stream weekly or more.
While Netflix leads in daily use (21%), Prime Video matches or beats Disney+ in regular engagement, giving Amazon scale and frequency to support greater ad density without immediate drop-off.
Our take: Prime Video’s expanding ad load signals its evolution as a core CTV ad platform. With buyers prioritizing flexibility and reach—especially as budgets tighten—volume is a feature, not a flaw. With scale, commerce data, and rising supply, Amazon has a shot at making Prime Video the most performance-ready environment in connected TV.
Frequent engagement makes Prime Video a strong option for advertisers aiming for reliable reach—and if experience quality holds, churn is unlikely to spike.
Ultimately, Amazon’s ad platform appeal lies in its capabilities: full-funnel attribution, real-time optimization, and access to high-intent shoppers, all anchored by rich first-party data and integrated tools. This allows brands to precisely target, measure, and convert across channels, often generating double-digit gains in sales and efficiency.