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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.

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British Comedy Caper Deep Cover is the Perfect Film to Kick Off Cozy-Crime Summer

This hilarious movie on Prime Video should be at the top of everyone’s weekend watch list.

You can’t move for hit British crime shows right now. Whether it’s Dept. Q or Adolescence on Netflix; MobLand on Paramount Plus; or Slow Horses on Apple TV Plus (even if that one’s technically more of a spy show), gritty and binge-worthy content is showing up on the best streaming services, all delivered in a vibrant array of British accents.

But a shift is happening. We’re about to enter cozy-crime summer, when the genre will get an injection of lighthearted comedy, largely thanks to the much-anticipated adaptation of Richard Osman’s Thursday Murder Club book series, set to land on Netflix this August.

In the meantime, Prime Video is getting in there first with Deep Cover — an action-comedy that flips the British crime script from serious to silly in the best possible way.

In the film, which arrives on Prime Video on June 12, an unlikely trio of improv actors, all of differing skill levels, is recruited as undercover police officers and infiltrates London’s underworld, theoretically to bust a drug ring. Needless to say, am-dram chaos ensues.

Bryce Dallas Howard plays a failed stand-up comic turned improv teacher who ropes her two most hapless students into the gang: a method actor with delusions of grandeur, played by Orlando Bloom, and a nervy IT office nerd, played by Nick Mohammed. Together the three, nicknaming themselves Bonnie, Roach and the Squire, fudge their way through meetings with gangland bosses, each more intimidating than the next, and somehow manage to find friendship and romance along the way.

I went to the film’s premiere at SXSW London last week and came away convinced that Deep Cover should be at the top of everyone’s watch list this weekend. The combination of comedy and action lands it squarely in crowd-pleaser territory, somewhere between Hot Fuzz and The Fall Guy. 

Of Deep Cover’s three stars, it’s Mohammed who has the most established comedy chops and gets the biggest laughs (you’ll likely know him best as Nathan Shelley in Ted Lasso — the kit man who defects to become a rival coach). That’s not to say Bloom, who steps somewhat out of his comfort zone in this role, and Howard don’t also deliver. The chemistry between the three lead characters keeps you rooting for them long after their «yes, and…» improv approach to undercover work seems to be failing them.

The film’s director, Tom Kingsley, has also worked on the Bafta-winning TV show Stath Lets Flats (available on Max), which is simultaneously the most Greek and most British piece of television you could ever hope to watch, and which I’ve long been convinced is a work of significant comic genius. Deep Cover has the same echoes of awkward, almost farcical humor, but with an Amazon-size budget behind it.

Still, as Kingsley explained during a Q&A following the premiere, the budget was far smaller than anyone might expect for such a production. Bringing in bona fide Hollywood stars Bloom and Johnson attracted more funding, as did Amazon hopping on board. But the film was reportedly made on something of a shoestring by Hollywood standards.

Still, it’s easy to see where the injection of cash ended up. Deep Cover’s action scenes are sometimes outlandishly slapstick, perfectly befitting of the three clowns at their center, and at times so graphic or high octane that they don’t always jell with the overall tenor of the film. It’s a minor niggle in the scheme of things, and one that shouldn’t deter you.

For all its silliness and stunts, Deep Cover is ultimately a heartwarming tale about developing adult friendships at that stage in life when you might feel like the moments for such opportunities have passed.

If you’re looking for something easy and fun to watch this weekend, then look no further.

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