If you’re already fed up with the amount of ads you see on the Amazon Prime Video streaming service, there could be a reason. Amazon has quietly begun running twice as many ads between movies and TV shows than it did a year ago, reports AdWeek.

When the streaming service began showing ads early in 2024, the commercial breaks were supposed to be between 2 and 3.5 minutes per hour. In a new email to advertisers, Amazon now states that the commercial breaks have slowly been expanded to 4 to 6 minutes per hour, AdWeek reports.

The streaming service reportedly didn’t notice a major drop in subscribers when it began showing ads, but it now remains to be seen how much advertising subscribers are willing to put up with.

Why are more ads being shown?

It’s common for streaming services to start with a small number of ads to rope in new customers and avoid alienating existing customers. Once the subscriber base is large enough, they can then gradually increase the advertising load (which has backfired for companies like Roku).

The more people switch away from traditional, linear television offerings to streaming services, the easier it is for providers to implement both price hikes and increased advertising without risking major losses in subscription numbers.

Companies like Amazon naturally want to earn as much money as possible through advertising per subscriber, to finance further productions and line the pockets of shareholders.

Editor’s note: After publication, Amazon public relations reached out with the following statement, which it says was delivered to AdWeek as well. It does not address claims that ad loads on Prime Video have roughly doubled since rolling out in 2024.

“We remain focused on prioritizing ad innovation over volume. While demand continues to grow, our commitment is to improving ad experiences rather than simply increasing the number of ads shown. Since the beginning of this year alone, we’ve announced multiple capabilities, including Brand+, Complete TV, and new ad formats—all designed to deliver industry-leading relevancy and enhanced customer experiences. We will continue to invest in this important work, creating meaningful innovations that benefit both customers and advertisers alike.”