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.