Amazon Prime Video, one of the world’s most popular streaming platforms, has officially begun showing 4 to 6 minutes of ads for every hour of content viewed. This significant move marks a new chapter in the streaming wars, as Amazon joins competitors like Netflix and Disney+ in ramping up ad-supported models to drive revenue and reshape the digital entertainment landscape.

The introduction of 4–6 minutes of ads per hour means that a typical two-hour movie could now feature up to 12 minutes of advertising, while binge-watching a series will be punctuated by regular commercial breaks. Amazon initially kept ad loads light when it launched its ad-supported tier, aiming to ease viewers into the change. But as of mid-2025, the company has doubled down, telling investors and advertisers that ad volume would increase to bring Prime Video in line with industry standards.

With streaming competition intensifying, ad-supported models offer a lucrative new revenue stream. Industry experts say Amazon is “right-sizing” its ad inventory to match other major streaming services, leveraging its massive subscriber base for greater ad reach.

Despite initial backlash, most Prime Video subscribers have continued watching, signaling that the market is ready for more ads—especially if it means more content and lower subscription costs.

For viewers, the new ad regime means adapting to more frequent commercial interruptions, but also enjoying a more interactive, potentially rewarding ad experience. For brands, it’s an unprecedented opportunity to reach engaged audiences with innovative, shoppable ad formats that drive both awareness and sales.

Amazon has stated its commitment to “improving ad experiences rather than simply increasing the number of ads shown,” suggesting that future developments will focus on personalization, relevance, and seamless integration with content.