Prime Video and Amazon MGM Studios recently rolled out ad-supported streaming for all Prime members, except those on the ad-free tier. The move has led to mixed experiences for viewers, according to industry veteran Aditi Anand, former L’Oréal Professional CMO, and head of creative strategy at Coca-Cola.

“I didn’t upgrade, which means I’ve been watching a lot of ads across Prime and Amazon MX Player,” Anand said, sharing her observations:

Variable ad durations: Breaks are not fixed and tend to lengthen over time. The longest she has observed reached two minutes.

No skip option: Unlike YouTube, viewers cannot skip ads after five seconds.

Repetition issues: There appears to be no frequency capping, with the same ad appearing multiple times in one session and across sessions.

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