Prime Video’s ad shift signals major change for UK streaming audiences

Amazon Prime Video’s move into ad-supported streaming is rapidly reshaping the UK’s viewing landscape, marking one of the most significant shifts in the platform’s history. The introduction of advertisements, now standard for most users unless they pay extra for an ad-free tier, reflects a wider industry transition as streaming services adapt to new economic pressures and audience behaviours.

The change began in early 2024, when Prime Video started rolling out “limited ads” across the UK. This adjustment positioned Amazon alongside competitors such as Netflix and Disney+, both of which have shifted towards hybrid subscription models in response to rising content costs and a global slowdown in subscriber growth.

Prime Video’s ad-supported tier has quickly grown into one of the UK’s largest advertising platforms. Recent industry figures show the service reaching more than 22 million monthly viewers nationwide, giving Amazon a powerful foothold in the advertising market. This surge in audience numbers highlights how seamlessly many households have adapted to the presence of ads in their streaming experience.

The model has also been welcomed by advertisers seeking premium environments with reliable reach. At its 2024 UK UpFronts, Amazon emphasised Prime Video’s ability to pair high-quality shows, films and live sports with data-driven advertising tools already integrated across the Amazon ecosystem. This pitch has resonated strongly with brands navigating increasingly fragmented media consumption.

To maximise revenue potential, Amazon has increased the number of commercials shown on the ad-supported tier. Typical ad loads have risen to around four to six minutes per hour, compared with the lighter schedules seen during the first months of the rollout. Despite the increase, the company stresses that its ad load remains lower than that of traditional linear television.

The shift towards advertising comes at a time when UK households are rethinking their media budgets. With subscription prices rising across the industry, many viewers are turning to cheaper, ad-supported options rather than cancelling services altogether. This trend has lifted the total number of UK ad-tier subscriptions to record levels, reflecting a broader shift in consumer priorities.

For Prime Video users, the transition means streaming no longer guarantees an uninterrupted experience. While the option to upgrade to an ad-free plan remains, the new model positions advertising as a default, signalling a fundamental change in how content is monetised across the UK market.

The move also strengthens Amazon’s long-term strategy of integrating entertainment with its vast retail and advertising infrastructure. By blending content with commerce and targeted ads, Prime Video is becoming a more central component of Amazon’s broader ecosystem, helping the company compete more aggressively with established broadcasters and digital rivals.

Live sports, a major growth area for Prime Video, play an important role in this ad-supported expansion. With major properties such as the UEFA Champions League continuing to drive viewership, advertisers gain access to some of the most watched streaming moments in the UK, further reinforcing Amazon’s value proposition.

As the UK enters a new era of hybrid streaming models, Prime Video’s push into advertising represents a defining moment for both the industry and its audiences. For many viewers, ad-supported streaming is becoming the norm, and Amazon’s influence will play a major role in shaping what the future of UK television looks like.