Following the announcement that Amazon Prime was set to roll out advertising across its platform from 2024, YouGov has found that 65% of Prime Video viewers already feel ‘bombarded’ by advertising.
In contrast, less than a quarter (24%) said that they did not feel bombarded by advertising, raising serious questions about an impending consumer backlash should Amazon press on with its planned changes.
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The e-commerce giant may wish to consider alternative viewing tiers if it wants to maximise advertising revenue, as an increasing proportion of subscribers (53%) have said that they would be open to watching ads in exchange for free content.
Less than a third (30%) felt that this would not be a fair proposition, reflecting The Trade Desk’s recent findings that a majority of Britons are now open to ad-supported streaming tiers.
