The news: Amazon Prime Video will increase ad loads in 2025 as it seeks to expand its video ad business and meet rising demand, vice president of advertising Kelly Day told the Financial Times this week.

Day characterized the rollout of ads on Prime Video in January as a “gentle entry” to test consumer reactions, adding that the absence of ad breaks in the middle of content led to a “very light ad load.”

Looking under the hood: Prime Video’s ad rollout has been an indisputable success. We forecast that 80% of US Prime Video viewers watch the service with ads, driving significant revenue growth for Amazon and helping it secure nearly $2 billion in advertising commitments. But Day’s statements offer a rare glimpse at how Amazon is viewing the effort internally.