By Mohit Singhania | Updated: 25 June 2025
Ad-free streaming is dying—and Amazon just shoved another nail into the coffin.
If you’re a Prime Video user in India and have been wondering, “Why do I feel like I’m watching more ads than content these days?” — you’re not crazy. You are watching more ads.
Amazon has officially doubled the ad load on Prime Video.
Earlier this year, you were sitting through 2 to 3.5 minutes of ads per hour.
Now? It’s 4 to 6 minutes. Per hour.
Yep, even for paid subscribers.
Let’s unpack this slow-burn drama Amazon cooked up while no one was looking.
What’s the Real Deal Here?
Back in January, Amazon started rolling out ads for Prime Video users globally. But they promised the ads would be “minimal.”
Turns out, “minimal” is now a full-blown 6-minute commercial break—even during movies and your fav web series.
Whether you’re binging Mirzapur, Fallout, or The Boys, don’t be surprised if a random detergent or razor commercial cuts your thrill short.
This is part of Amazon’s silent shift to the ‘ad-supported streaming’ model — the same road Netflix and Disney+ have already taken.
And guess what? You don’t even get the option to turn it off.
Why This Is a Big Deal
- You’re Paying for Ads
You already pay ₹1499/year (or more) for Prime. And now you’re also paying with your time. - No Opt-Out Option (in India)
In the US, users can pay extra ($2.99/month) to remove ads. In India? No such option exists.
We’re just getting slapped with ads whether we like it or not. - Disruptive Viewing Experience
There’s no fixed pattern. Ads appear before, in between, and even right after a scene’s climax. It’s like watching TV in 2010. - Not Just Amazon – The Industry is Changing
Almost every major streaming service is either planning to or already has launched ad-supported tiers. The golden age of ad-free streaming? Pretty much over.
The Bigger Picture: Why Amazon Is Doing This
Let’s be real—streaming isn’t cheap.
Amazon spent billions creating mega-shows like Citadel, Rings of Power, and Fallout. But subscriber growth is slowing, especially in saturated markets like the US and India.
Ads = money.
More ads = more brands = more revenue.
And Amazon is quietly testing how much viewers will tolerate… without cancelling.
So far? We’re still watching.
Which means they’ll keep pushing.
What You Can Do About It
- Wait for a possible ad-free tier in India – but don’t hold your breath.
- Use browser extensions or Pi-hole tech (for desktop viewing) to block pre-roll ads.
- Switch to less ad-heavy platforms — although let’s face it, sab jagah ads aa rahe hain.
Masala Verdict: Is This a Dealbreaker?
| Factor | Impact |
|---|---|
| Ad Time | Doubled (now 4–6 mins/hour) |
| User Control | ZERO in India |
| Value for Money | Dropping fast |
| Frustration Meter | Rising every episode |
| Masala Rating | 🌶️🌶️🌶️🌶️ (4/5 – Hot mess incoming) |
Final Thoughts
Amazon didn’t scream this change from rooftops. They whispered it into your next binge-watch.
And that’s the real twist — you’re now part of their advertising audience.
Whether this turns into a revolt or just another “chalta hai” moment depends on how fed up Indian users get. But one thing’s clear:
Streaming is no longer sacred ground.
It’s just another TV with more data—and sneakier ads.
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