Tag: hulu

The Rise of Sneaky Ads on Streaming Platforms (Amazon Prime, Paramount+, Hulu)

In recent years, connected TV (CTV) has exploded in popularity, offering marketers powerful new channels for reaching audiences. But with this growth has come a less welcome trend: streaming platforms that were once ad-free are quietly introducing advertisements, and those that already featured ads are now increasing the volume. This creeping shift is raising concerns among viewers and advertisers alike—and it may ultimately undermine the very value that made CTV so appealing in the first place.

Amazon Prime Video is one of the most high-profile examples of this change. Initially marketed as an ad-free experience, Amazon introduced ads to Prime Video in early 2024, promising a limited load of 2–3.5 minutes per hour. But according to a recent Adweek report, that load has now doubled to 4–6 minutes per hour—bringing Prime Video in line with ad-supported competitors like Hulu and Paramount+. The move signals a broader trend in the industry: more ads, more often.

A Growing Pattern Across the CTV Landscape

Amazon isn’t alone. Many streaming platforms are following a similar path, adding more ad inventory in an effort to maximize revenue.

With streaming now accounting for nearly 44% of all U.S. TV viewing, and with more than 70% of that viewership occurring on ad-supported services, there’s a clear push to monetize attention while it’s still abundant.

Device manufacturers like Roku, Vizio, and Samsung are also getting in on the action. Ads are being baked directly into smart TV operating systems—sometimes even appearing in menus and home screens. These placements aren’t always obvious, and they can erode the user experience in subtle ways. From autoplaying ads to mandatory viewing before content starts, what used to be a lean-back, user-first medium is beginning to resemble traditional television more and more.

For marketers, this shift creates both opportunity and risk. While the availability of more ad space may initially seem like a benefit, the effectiveness of those ads can be compromised as platforms chase quantity over quality.

The Downside of Over-Saturation

At first glance, expanding ad loads might seem like a win-win: platforms earn more, and advertisers gain access to a larger pool of impressions. But there’s a tipping point.

As more ads are crammed into each viewing session, the value of each individual ad decreases. Viewers become fatigued. Repetition sets in. Engagement drops. And eventually, advertisers see diminished returns on their investment.

There’s also the issue of context. Many platforms use automated tools to serve ads based on viewer behavior or content metadata, but without strategic curation, placements can feel irrelevant or even disruptive. When that happens, it’s not just the viewer who suffers—the advertiser’s brand perception can take a hit as well.

And there’s a bigger problem on the horizon. If ad effectiveness continues to decline, brands may shift their budgets away from CTV altogether. Short-term revenue gains for streaming platforms could lead to long-term losses in advertiser trust and audience loyalty.

A Call for Smarter TV Marketing

For marketers invested in television—whether through traditional channels or connected platforms—this shift underscores the importance of control, context, and content alignment. Simply buying impressions isn’t enough. Success in this environment requires thoughtful placement, a focus on storytelling, and a commitment to respecting the viewer experience.

Platforms like It’s Relevant TV, which allow businesses to control their in-location content without third-party advertising, are emerging as a far more cost-effective and sustainable alternative. Rather than chasing ad revenue at the expense of viewer satisfaction, these solutions prioritize business messaging, sponsor integration, and customer engagement within a carefully managed environment.

As connected TV continues to evolve, marketers will need to ask:
Are we maximizing visibility, or are we diluting our message?
Are we enhancing the experience, or becoming part of the clutter?

The future of television marketing will not depend solely on how many ads you run—but where you place them, and how well they’re received.

 

Using Netflix & DVDs in Your Business: Don’t Put Yourself at Risk

fbi-warning-3

There it is – did you read it? You probably saw it, but did you really read what it says? Me neither. At least not after years and years of seeing it, or a similar message at the beginning of every movie I’ve ever watched.

Well, in case you still haven’t read it, it says:

“Federal law provides severe civil and criminal penalties for the unauthorized reproduction, distribution or exhibition of copyrighted motion pictures, video tapes, or video disc.”

So what does this mean exactly? In short, it means that if you own something like a DVD of a movie, or a CD, you can’t legally burn copies of that disc and sell them to people, or even hand them out for free. Nor are you allowed to show that movie or play that album for the general public without the expressed consent to do so. If you’re looking for a something you can play instead, take a look at It’s Relevant TV.

You might be wondering where the line is drawn, and it’s a fair question. Just like when you get a driver’s license that allows you to drive a car, when you buy anything like a DVD you’re buying the license to watch or listen to that media privately.

Now before you go taking a hammer to your home theater, it’s important to note that while those licenses are private, it doesn’t exclude friends and family from enjoying them as well – the means to actually traffic and enforce that would simply be ridiculous. So long as your viewing is limited to personal and non-commercial use, you’re not in violation of the Terms & Conditions.

Is it Legal for Me to Show Netflix in My Business?

In short: No.
But this is an easy question to clarify by looking at Netflix’s terms of service:

“The Netflix service and any content viewed through our service are for your personal and non-commercial use only. During your Netflix membership, we grant you a limited, non-exclusive, non-transferable, license to access the Netflix service and view Netflix content through the service. Except for the foregoing limited license, no right, title or interest shall be transferred to you. You agree not to use the service for public performances.”

This is a prime example of how companies lay out licensing agreements. Does this mean you can’t show Finding Nemo in your waiting room? Unfortunately, you can’t. The difference between throwing the movie into your DVD player at home, and the TV at your office – is that one is at home (personal), and the other is a business (public). It’s the same reason you can’t buy a Taylor Swift CD and play her songs outside your store to attract customers. You can try, but it’s illegal, and it’s not good when you get caught. Companies take this sort of thing very seriously.

But Were DVDs or Netflix a Good Idea in the First Place?

When your visitors are at your location do they really want to watch a movie? Not really. They’re there for a reason and don’t want to be around long. People want to watch the TV as a distraction while they wait, but can’t be invested in a long-form program or movie.

The average time spent in a waiting room varies from business to business. Dentist offices come in at 5 to 10 minutes, whereas you could be waiting up to 20 minutes at a doctor’s office. Even if you could play the movies you wanted, a typical feature-length flick usually runs over or just under two hours. So unless you’re waiting over an hour for your car to be serviced, you’d only catch 1/12th or 1/6th of the movie – starting from who-knows-where.

The sort of programming that runs in a lobby should compliment the length of time people are going to be waiting there, with the notion that they’re not going to be fully invested in whatever’s on the screen.

So What Can You Play Instead?

It’s Relevant TV features a network of original content spanning across a vast selection of categories. And unlike a DVD or Netflix, all of the content is licensed for public display. From kid’s entertainment to the national news, the programs are on average two and a half minutes long – long enough to hold someone’s attention in a waiting room and feel as though they left entertained or informed.