Prime Video will break for commercials - What do subscribers in Britain make of ad interruptions?
October 10th, 2023, Lesley Simeon

Prime Video will break for commercials - What do subscribers in Britain make of ad interruptions?

Amazon is gearing up to introduce advertisements on Prime Video. In an announcement made last week, the company said its subscribers in the UK, US, Germany and Canada will see ads early 2024 onwards. Ads will be introduced across other markets like France, Mexico and Australia later in 2024. For consumers who would rather use Prime Video without the ads, the streaming service will roll out an ad-free subscription tier for an extra $2.99 (£2.44) per month.

We dive into YouGov data to see what current subscribers of the streaming service in Great Britain feel about ad interruptions.

According to data from YouGov Profiles, more than half (53%) of Amazon Prime Video’s current subscribers agree with the statement that they “think it’s fair that (they) have to watch ads in exchange for free content.” Less than a third (30%) of this group disagrees with the statement.

Can the ad-supported version of Prime Video be considered truly “free”? Prime Video is an Entertainment Benefit, included in the overall Amazon Prime subscription for which Britons currently pay £8.99 per month.

But do Britons have attention to spare to view more ads? We look into Profiles data for consumers’ attitudes towards another statement - “I feel bombarded by advertising.”

More than three in five (65%) of Prime Video’s current subscribers agree with this statement. And nearly a quarter of them (24%) disagree with it.

Amazon has said its move to include advertisement on its Prime Video platform is to “continue investing in compelling content and keep increasing that investment.” The company isn’t the first to do so - it joins rival streaming services like Disney+ and Netflix in introducing commercial breaks on its platform. Nonetheless, as Prime Video’s latest move unfolds beginning 2024, it will be interesting to see how current subscribers take to this decision and whether or not it affects customer satisfaction levels.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Thibault Penin on Unsplash