The streaming provider Amazon wants to display more advertising on its Prime Video service from next year. There is another innovation for users.
Amazon wants to continue to grow as a streaming service and market more advertising space in the coming year than before. Kelly Day, Vice President of Amazon Prime Video, confirmed this to the Financial Times. Accordingly, the advertising load on the streaming provider should gradually increase in order to attract more brands.
For the provider’s customers, this means that films and series will in future be interrupted by advertising clips more often and for longer than before. At the beginning of this year, Amazon began showing advertising to users of its subscription streaming service – albeit on a small scale. If you don’t want commercial breaks, you can choose a paid option without any adverts.
The service was deliberately launched at the beginning of the year with a “very low advertising load,” said Day. As a result, the company has not registered a significant decline in subscriber numbers. “It’s actually gone a lot better than we expected,” she continued. “We haven’t really seen a lot of churn or layoffs.”
According to the Financial Times, Amazon is planning to launch more interactive advertising formats in addition to more advertising. These are intended to enable viewers to put the products shown there in their shopping cart from the mail order company during an advertising clip or to find out more about the item – by clicking on the TV remote control or by scanning on the smartphone.
The Prime Video streaming service is part of a subscription with which users can also order goods from Amazon, for example, and then there are no delivery costs. In addition, Amazon also offers a free streaming service (Amazon Freevee), which is financed by advertising.
Amazon claims to have a global advertising reach of around 200 million users. This puts the company in second place among the largest video streaming portals after Netflix with an estimated 260 million users and ahead of Disney+ with 150 million members worldwide.