Amazon's Vice President of Prime Video International, Kelly Day, revealed that the company's advertising load will 'ramp up a little bit more into 2025,' indicating an increase in ads seen by viewers.
While Amazon introduced ads before shows but not during them, Day explained that their strategy had been a 'contrarian approach' that exceeded customer expectations for ad experience.
Despite the ramping up of ads, an Amazon spokesperson asserted that the platform would still have 'meaningfully fewer ads than linear TV and other streaming TV providers,' aiming to deliver a quality customer experience.
Day also emphasized that churn, which reflects subscription cancellations, has been 'much, much less than we anticipated' since the introduction of ads, indicating a positive reception.
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