Technologies
Amazon Prime Video Now Showing Nearly 6 Minutes of Ads Per Hour, Double What It Was
Streaming service quietly has upped the hourly ad amount since the initial launch of Prime Video ads.

Amazon is now showing four to six minutes of advertisements per hour on its Prime Video streaming service. That’s about double the ad load from when the company introduced ads in January 2024, according to a report from ADWEEK.
According to the report, which is based on information from six ad buyers and documents, Amazon notified investors of the increase in ads but has not made a public announcement of the change.
Despite initial grumbling from consumers, Amazon introduced ads to Prime Video in January 2024, with ad loads of two to three and a half minutes per hour.
«We remain focused on prioritizing ad innovation over volume,» an Amazon Ads spokesperson said. «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.»
The higher volume of ads serves at least a couple of purposes. It brings Prime Video more closely in alignment with the larger amount of ads shown on other streamers such as Hulu, Tubi and Paramount Plus, and it also allows Amazon to sell many more ads in relation to its inventory.
It’s unknown whether Prime Video will further increase its ad load, but nonetheless ads on streaming channels will be more and more a major space for revenue growth for streaming services. A recent report from subscription analyst firm Antenna noted that «3 in 4 individuals who face an Ad Choice choose ads» and that nearly half of subscription video on demand customers are what Antenna calls «Ad Managers» — users who select both ad-free and ad-supported tiers.
Technologies
Traveling This Summer? An AirTag Can Give You Peace of Mind
Stashing an AirTag in one of these spots will help you keep track of the things that matter.

Summer is here, delivering soaring temperatures, bright sunny days and the temptation to take off for a vacation. Summer is peak travel season for a reason, with camping trips and beach weekends being popular getaways. However, traveling anywhere also comes with stress. Keeping track of your luggage during flights, or remembering where you set up your tent can leave you feeling overwhelmed when you’re supposed to be relaxing. Thankfully, Apple AirTags are here to help.
These tiny gadgets are small enough to be discreet, but they’re powerful enough to help you keep track of items like a bag, purse, suitcase or a set of keys. They’re fairly easy to set up, and once they’re connected to your phone, you don’t have to do much else. Here are some ways to get the most out of AirTags.
How do AirTags work?
Generally, you need to be within Bluetooth range to find your AirTag, but you can use Apple’s Find My service to locate Apple’s tiny tracker if it’s farther away, as long as it’s still in range of another Apple device. (Here’s how the Find My network works.) To do so, just put your AirTag into Lost Mode and you’ll get a notification once it’s within range of the Find My network.
For more details, here’s how to tell if an AirTag is tracking your location on Android and a deep dive into AirTags.
5 uncommon places to put your AirTags
🏕️ Put an AirTag in your tent for camping
If you’re setting up camp in a location you’ve never visited, it could be useful to place an AirTag inside your tent so you can easily find your campsite. For instance, if you decide to hike several miles one day, you can use Find My to look up the AirTag’s last location (your tent) and get directions back to the campsite. Remember, it’ll need to be within range of someone else’s device, so don’t rely on this out in the wilderness. (This is also why Apple advises you not to use AirTags on pets.)
Read more: AirTags Are Not the Best Way to Find Lost Pets
🧥 Put a tracker in your jacket pocket
How often have you left your coat behind in a restaurant, bar or friend’s house? Forgetting to grab your jacket when you head out is easy to do, especially if the weather is warmer than you expected or your hands are full of leftovers and to-go cups. If you know you’ll be hanging your jacket on a coat rack or the back of a chair when you arrive, place an AirTag inside the pocket so you know where you left it. This can help prevent yet another favorite jacket from getting lost, and less money out of your wallet to replace it.
🧳 Stash an AirTag inside your luggage
Airports can be tricky to navigate, and can be especially difficult when you’re trying to find the correct luggage pickup. Sometimes you wait 30 minutes until your bags finally roll out on the conveyor belt, and sometimes they get lost. To relieve the stress of trying to locate your suitcase, you can put an AirTag tracker inside so you can track its whereabouts.
This can help you find out if your bags were left on the airplane, if they’re on the conveyor belt but you haven’t spotted them yet or if someone mistakenly grabbed your luggage. Once you find out where your bags are, you can remedy the situation and continue on to where you’re going. Don’t worry, AirTags are TSA-approved so there’s shouldn’t be any issues with placing them in your luggage.
Read more: 7 Google Maps Travel Tips for a Stress-Free Holiday Experience
🎒 Stick a tracker inside your laptop bag
Laptop bags can be easily left behind at a cafe when you’re picking up coffee for everyone at the office. When your hands are full and you’re distracted wondering how you’re going to open your car door, it’s hard to remember to grab your bag from the booth you were sitting in. That’s why it’s a good idea to place an AirTag inside one of the pockets. You will be able to locate your expensive laptop and save any confidential company or personal information in your bag.
🚲 Hide an AirTag on your bicycle
If it hasn’t happened to you, you probably know someone who has had this experience. You get home from a bike ride, go inside to grab water and something to eat and completely forget about the bike you left outside. Or maybe you went to the store, didn’t lock your bike up and when you came back it was gone. If you place an AirTag in a hidden place on the bike, you can easily locate it.
We don’t recommend tracking the bicycle down on your own. It’s best to notify the police and let them retrieve your bike so you can avoid any dangerous situations. This method also works on your car if it’s been stolen or towed, or if you can’t remember where you parked it. If you have an iPhone and it’s connected to your car via Bluetooth, your phone can locate where you last left it.
More common areas to put an AirTag
AirTag is commonly used to locate these items.
- Your keychain.
- Your purse or wallet.
- Your phone or tablet.
- The remote to your TV.
- Anything valuable that you leave outside your home.
For more Apple information, read how to make Siri glow and turn off Apple Intelligence.
Technologies
Google Cloud Outage Causes Widespread Internet Disruption: Spotify, Discord and More Affected
Technologies
Siri’s Big AI Upgrade Is Coming, but Reportedly Not Until Spring 2026
Apple previously delayed a Siri update set to imbue the service with more artificial intelligence features and expand its capabilities.

Apple appears to be making progress on a major update to its Siri software that would expand its capabilities and incorporate more AI features. According to a report from Bloomberg’s Mark Gurman, the delayed update for Siri now has an internal release window of spring 2026.
The update, which could arrive with iOS version 26.4, would make good on features and updates Apple first introduced at 2024’s WWDC. Since then, the updates to Siri that were supposed to incorporate many of the company’s Apple Intelligence have failed to materialize, and the company’s AI efforts so far haven’t wowed tech enthusiasts.
New capabilities for Siri would allow it to have more controls over apps across different devices. But according to Bloomberg’s report, internal development of Siri has been chaotic and the possibility of releasing a big update in spring is not a sure thing. One scenario is that a preview version would be available at that time with a full release set for 2026’s iPhone rollout later in the year.
Fortunately for Apple, AI isn’t currently factoring heavily into people’s phone-buying decisions. A CNET survey published this week suggests just 11% of people are driven to upgrade due to AI features.
A representative from Apple did not immediately return a request for information on the update. Apple has been vague in statements about Siri’s next update, promising only that it would be available «in the coming year.»
Amazon has had similar struggles with Alexa, its personal assistant software available on devices from Amazon and other companies. Its Alexa products have lost money and the company is in the process of rolling out Alexa Plus, which also incorporates new AI-driven features and would require a fee for those who don’t have Amazon Prime. That rollout has also had delays.
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