Report: Prime Video Doubles Length of Ad Breaks
In January 2024, Prime Video started including ads unless subscribers paid another $3 month. Now, AdWeek reports those ad breaks are going to be twice as long.
The initial rollout included commercial breaks that lasted 2:00-3:30 every hour. But AdWeek spoke to buyers who discovered the slots available are 4:00-6:00 per hour.
That’s still far less than you’d see on linear TV, where ad breaks are usually 16 minutes of ads per hour.
$8.99/mo.
For cord-cutters, the question becomes whether any ads are acceptable. As Antenna discovered, more than two-thirds of people juggle a lineup with some ad-supported services and some ad-free plans. For me, it comes down to the kind of content I’m watching. If I’m watching sitcom reruns on Hulu while multitasking, I’m okay with commercials. If I’m watching an HBO drama or a horror movie on AMC+, I don’t want anything distracting me from immersion. I’m also willing to pay more so my kids don’t see ads.
The problem with Prime Video is that they don’t have enough content worthy of the ad-free experience. Everyone accepts ads as part of Thursday Night Football, for example. Since Prime Video included ads, I’ve stopped watching except for sports and “The Boys.” If Prime Video is your go-to streamer, it may be worth the added cost to avoid ads.
As it stands, I already get the service for free as a member of Amazon Prime, so I’m not going to cancel. I’ll just continue making it my streamer of last resort.
