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An Amazon representative said, “Prime Video ad load has gradually increased to four to six minutes per hour.”With a greater number of ads, Amazon is expected to reduce the Cost Per Mille (CPM ...

All of that is probably great for advertisers but comes at the expense of the user experience. This outcome is inevitable, though, when the only option is more growth.

Amazon Prime Video is neither the first nor the only one to show ads to users despite the subscription to premium plans. Disney Hotstar, Zee5, and SonyLiv also follow the same hybrid model.

Prime Video costs $8.99 per month as a standalone app, and is also available to Prime members who pay the company $14.99 per month (or $139 per year) to get free shipping on products and other perks.