The company itself has announced that it will increase the number of advertisements on its platform starting 2025according to media reports. The vice president of Prime Video International, Kelly Daymentioned that after the initial success of their foray into advertising, they plan to expand pauses during the playback of series and movies. This movement seeks to offer more spaces for brands that wish to advertise, after exceeding expectations on their first attempt.
Amazon started showing ads at the end of 2023 in countries like USA. Initially, these were focused on the platform’s own content, but later they were expanded to local products and brands. Unlike other platforms, the ad load was more moderate to offer a “soft entry” and measure the reaction of subscribers, who, according to them, have not shown a high cancellation rate.
This increase in commercials occurs in a context in which the main streaming platforms, such as Netflix, Apple TV and Disney+are restructuring their original content strategies due to the drop in post-pandemic demand. In the case of the protagonist of the news, she seeks to recover the investment made in multi-million dollar productions, such as The Lord of the Rings: The Rings of Power and the series of falloutin addition to the rights to broadcast live sports.
Among the new forms of advertising, it is planned to implement ads that will be displayed even when pausing the content, offering links to products or services on its e-commerce platform. The expansion seeks to take advantage of interactive formats that allow advertisers to capture the attention of users while they enjoy streaming content.
Via: FT
Author’s note: It is already annoying to also have the commercials on Disney+ and now Amazon is coming to us with this. Luckily I use it more for free shipping.