Amazon Prime Video is set to roll out an increased number of advert slots, the Financial Times has reported.

Speaking to the broadsheet, Prime Video International vice president Kelly Day said there would be an increasing number of ad slots for brands to target in 2025.

Amazon Prime joined fellow streamers Netflix and Disney in introducing a tiered service earlier this year.

The move, which required Amazon Prime customers in the UK and Germany to pay an additional £2.99 to avoid seeing adverts, received backlash.

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In an email to customers sent to customers at the time, the tech giant said the move would allow it to “continue investing in compelling content” and “keep increasing that investment over a long period of time”.

Day explained to the FT that the streaming service had deliberately launched with a “very light” ad load which included no advert breaks in the middle of programme, providing a “gentle entry into advertising”.

Her statement that advertising slots will ramp up in 2025 came ahead of Amazon Prime’s lates London up-front event at which it shared its programming plans to advertisers and media buyers.

As reported by Entertainment news publication Deadline, at the event the streaming giant said its UK ad-supported reach is 19 million viewers, and that 52% of its UK Prime Video audience did not watch any paid-for TV.

The streaming service fell just short of its growth forecast but sales of advertising stayed strong despite the inclusion of an ad-free tier.