amazon prime video

prime-video-subs-will-soon-see-ads-for-amazon-products-when-they-hit-pause

Prime Video subs will soon see ads for Amazon products when they hit pause

Amazon’s ad affinity —

Amazon is adding three types of shoppable ads to Prime Video’s ad tier.

A scene from the Prime Video original series <em>Fallout</em>.” src=”https://cdn.arstechnica.net/wp-content/uploads/2024/05/fallout-800×334.jpg”></img><figcaption>
<p><a data-height=Enlarge / A scene from the Prime Video original series Fallout.

Amazon Prime Video subscribers will see new types of advertisements this broadcast year. Amazon announced today that it’s adding new ad formats to its video streaming service, hoping to encourage people to interact with the ads and shop on Amazon.

In January, Prime Video streams included commercials unless subscribers paid $3 extra per month. That has meant that watching stuff on Prime Video ad-free costs $12 per month or, if you’re also a Prime subscriber, $18 per month.

New types of Prime Video ads

Amazon has heightened focus on streaming ads this year. Those who opted for Prime Video with commercials will soon see shoppable carousel ads, interactive pause ads, and interactive brand trivia ads, as Amazon calls them. Amazon said that advertisers could buy these new displays to be shown “across the vast majority of content on Prime Video, wherever it’s streamed.” All the new ad formats allow a viewer to place advertised products in their Amazon cart.

With carousel ads, subscribers will be pushed to shop “a sliding lineup of” products during ad breaks during shows and movies, Amazon said, adding: “The ad automatically pauses so that customers can browse, and automatically resumes play when ad interaction has stopped.”

The pause ads will be visible during Prime Video TV shows, movies, and live sports. These types of ads have been around since Hulu introduced them in 2019. Since they can show up whenever someone hits the pause button, these displays mean that Prime Video users will see ads beyond their scheduled breaks.

In Prime Video’s case, pausing the program will bring up “a translucent ad featuring brand messaging and imagery, along with an ‘Add to Cart’ and ‘Learn More'” overlay, per Amazon. Advertisers can also use pause ads to acquire voluntary viewers’ email addresses (so viewers can “get more information,” per Amazon).

Amazon trivia-themed ads will also appear during shows, movies, and live sports. The ad will try to sell stuff by offering “rewards like Amazon shopping credits.”

Amazon’s ad business is growing

Amazon is already one of the three biggest digital advertising firms (in addition to Alphabet and Meta). But its interest in using its streaming service to sell ad space has grown as ad dollars continue shifting away from linear, traditional TV platforms. The streaming industry has been trying to capitalize on advertisers’ growing interest with new ad types that users can shop from. Amazon research from 2023 claims that interactive ads increase product page views and conversions for products sold on Amazon tenfold.

On the other hand, Amazon has not released research publicly on how much constant ad viewing can impact the user experience or interest in a streaming service.

Still, Amazon claimed today that Prime Video ads reach an average of 200 million people monthly. Amazon hasn’t provided a firm figure on how many Prime Video subscribers it currently has overall, however. In 2021, Amazon said that Prime, which includes Prime Video, had 200 million subscribers.

Amazon has, however, boasted about how well it is selling ads recently. In its Q1 2024 earnings report released on April 30, Amazon said its ad business grew 24 percent year over year. Most of Amazon’s ad dollars come from its retail business, as The Hollywood Reporter noted, but in a statement at the time, Amazon CEO and President Andy Jassy noted that Prime Video was also a contributor.

According to a Hub Media Entertainment survey from January to March 2024, 6,338 US TV viewers between 16 to 74 years old watched at least one hour of TV per week, and 85 percent of Prime Video subscribers in the survey are on Amazon’s ad tier. (Amazon hasn’t confirmed those figures.) The Hub Entertainment Media survey claims that Amazon has a higher ad-based-to-ad-free ratio of subscribers than all other video-streaming services examined, including Netflix, Max, and Hulu. But it’s worth noting that Amazon automatically moved all Prime Video subscribers to its ad tier in January, while others, like Netflix, introduced ad tiers as a new option to sign up for.

A fine line

Like all streamers, Amazon is toeing a fine line between using ads to boost the average revenue it makes per user and aggravating subscribers to the point of cancellation.

Amazon is already facing a lawsuit regarding ads on Prime Video that seeks class-action certification and was filed by people who purchased annual subscriptions.

Prime Video subs will soon see ads for Amazon products when they hit pause Read More »

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War never changes: A Fallout fan’s spoiler-laden review of the new TV series

The nukes went off in 2077 in Fallout's universe. The show tells us more about this event than we've learned from the games before.

Enlarge / The nukes went off in 2077 in Fallout’s universe. The show tells us more about this event than we’ve learned from the games before.

Amazon

It’s been just over a week since the Fallout TV series premiered on Amazon Prime, and one thing’s for sure: It’s a huge hit. You can hardly open a social media app without seeing content about it, the reviews are positive, and the active players for the Fallout games have doubled over the past week.

A few days ago, I shared some spoiler-free impressions of the first three episodes. I loved what I’d seen up to that point—the show seemed faithful to the games, but it was also a great TV show. A specific cocktail of tongue-in-cheek humor, sci-fi campiness, strong themes, great characters, and visceral violence really came together into a fantastic show.

Still, I had some questions at that point: Would the franchise’s penchant for satire and its distinct political and social viewpoint come through? Where was all this headed?

Like a lot of us, I’ve now finished the series. So if you have, too (or if you haven’t but just don’t care about spoilers), it’s time to dive into all eight episodes of season one together.

I’m a long-time Fallout fan, so I’ll focus on how the show ties in with the games, but like the show itself, I aim to make this interesting even for the newbies.

Heavy spoilers for Fallout season one start here, as well as a few spoilers about Fallout New Vegas and Fallout 4.

Something for everybody

So was the show as good after eight episodes as it was after three? Absolutely. If anything, the show only got better as it progressed. The more inducted into the world, lore, and characters new viewers became, the more effective the show could be.

There was a lot to set up, after all. Some of us have been playing the games for years, so we knew all about Vault-Tec, the Brotherhood of Steel, the Enclave, the New California Republic, Pip-Boys, gulpers, and ghouls. But if you’re coming into the world fresh, that’s a lot to take on.

I was worried while watching that despite the show’s efforts to introduce new viewers, it might not be good enough, but I’ve been told by multiple people who haven’t played the games that they didn’t have trouble keeping up.

Once the various elements were established, the show was able to hit its stride and start bringing in the aspects of Fallout that weren’t prominent in the opening stretch.

Further, it expertly walked the line to give established fans something to chew on at the same time. The timeline of Fallout lore and stories spans hundreds of years, but the TV show is actually set after all of the games.

Event Year
Bombs Drop 2077
Fallout 76 (2018)

2102
Fallout (1997)

2161
Fallout 2 (1998) 2241
Fallout 3 (2008)

2277
Fallout New Vegas (2010) 2281
Fallout 4 (2015)

2287
Fallout Season 1 (2024)

2296

That meant the show revealed some things about what happened to certain factions and places that previously appeared in the games. Most notably, Shady Sands is a crater, and the New California Republic—one of the most important factions and one of the strongest governments from the games—no longer exists as we knew it.

That led some fans to speculate that TV series executive producer and game creative director Todd Howard was trying to make the popular New Vegas game (which was not made by his team) non-canon, but in a recent interview, he clarified that both the show and New Vegas are very much canon, noting that the bomb fell on Shady Shands very shortly after the events of that game. The timeline on the show is cutting it close, but a generous interpretation allows it all to line up.

Of course, the show expanded on some elements from the games in ways that could be seen as breaching canon. You could write most of them away as things the games never addressed—like the vials ghouls must consume to avoid going feral or the origin story of gulpers. The games at times implied different things about both of those aspects, but they didn’t necessarily contradict them.

The series also canonized some specific choices that players could make in some prior games. For example, it’s confirmed that the Brotherhood of Steel airship seen in the show is the same one seen in Fallout 4, meaning that the canon outcome for Fallout 4 is obviously not one where that airship was destroyed. (Players of that game had the option of pursuing paths that led to its destruction or not.)

  • Shady Sands as it’s seen in the show.

    Amazon

  • New Vegas is teased as the next destination.

    Amazon

  • The last moments had a brief tease with what appears to be a Deathclaw skull, too.

    Amazon

With minimal exceptions, previous games in the series avoided canonizing outcomes like that by being set decades or even centuries (as well as hundreds or even thousands of miles) apart—such that it wasn’t necessary to reveal what happened in those cases. Since this show is set in a region that is well-documented in prior Fallout titles, that’s not the case here.

The tease that we’re going to New Vegas next season probably means that several multiple-choice outcomes from that game will have to be canonized, too. Is Mr. House still running the show? What happened to Caesar’s Legion? Why does New Vegas look so bombed out compared to how it appeared in the game? We’ll probably find out.

All told, new fans got to explore the world of Fallout for the first time, even as longtime fans got to see where the story has gone since they last played the games. The story hadn’t been moved forward in nine years, since 2018’s Fallout 76 was actually a prequel that took place long before any of the other games in the series.

It took some skillful work to serve both of those audiences without compromising the experience of the other, so kudos to the show’s writers.

War never changes: A Fallout fan’s spoiler-laden review of the new TV series Read More »

prime-video-looking-to-fix-“extremely-sloppy-mistakes”-in-library,-report-says

Prime Video looking to fix “extremely sloppy mistakes” in library, report says

Morfydd Clark is Galadriel in <em>The Lord of the Rings: The Rings of Power</em>.” src=”https://cdn.arstechnica.net/wp-content/uploads/2022/07/lotr-rings-of-power-listing-800×450.png”></img><figcaption>
<p><a data-height=Enlarge / Morfydd Clark is Galadriel in The Lord of the Rings: The Rings of Power.

Amazon Studios

Subscribers lodged thousands of complaints related to inaccuracies in Amazon’s Prime Video catalog, including incorrect content and missing episodes, according to a Business Insider report this week. While Prime Video users aren’t the only streaming users dealing with these problems, Insider’s examination of leaked “internal documents” brings more perspective into the impact of mislabeling and similar errors on streaming platforms.

Insider didn’t publish the documents but said they show that “60 percent of all content-related customer-experience complaints for Prime Video last year were about catalogue errors,” such as movies or shows labeled with wrong or missing titles.

Specific examples reportedly named in the document include Season 1, Episode 2 of The Rings of Power being available before Season 1, Episode 1; character names being mistranslated; Continuum displaying the wrong age rating; and the Spanish-audio version of Die Hard With a Vengeance missing a chunk of audio.

The documents reportedly pointed to problems with content localization, noting the “poor linguistic quality of assets” related to a “lack of in-house expertise” of some languages. Prime Video pages with these problems suffered from 20 percent more engagement drop-offs, BI said, citing one of the documents.

Following Insider’s report, however, Quartz reported that an unnamed source it described as “familiar with the matter” said the documents were out of date, despite Insider claiming that the leaked reports included data from 2023. Quartz’s source also claimed that customer engagement was not affected,

Ars Technica reached out to Amazon for comment but didn’t hear back in time for publication. The company told Insider that “catalogue quality is an ongoing priority” and that Amazon takes “it seriously and work[s] relentlessly alongside our global partners and dedicated internal teams to continuously improve the overall customer experience.”

Other streaming services have errors, too

Insider’s report focuses on leaked documents regarding Prime Video, but rival streaming services make blunders, too. It’s unclear how widespread the problem is on Prime Video or across the industry. There are examples of people reporting Prime Video inaccuracies online, like on Amazon’s forum or on Reddit. But with some platforms not offering online forums and it being impossible to know how frequently users actually report spotted problems, we can’t do any apples-to-apples comparisons. We also don’t know if these problems are more prevalent for subscribers living outside of the US.

Beyond Prime Video, users have underscored similar inaccuracies within the past year on rival services, like Disney+, Hulu, and Netflix. A former White Collar executive producer pointed out that the show’s episodes were mislabeled and out of order on Netflix earlier this month. Inaccurate content catalogs appear more widespread if you go back two years or more. Some video streamers (like (Disney and Netflix) have pages explaining how to report such problems.

Streaming services have only gotten more expensive and competitive, making such mistakes feel out of place for the flagship video platform of a conglomerate in 2024.

And despite content errors affecting more than just Prime Video, Insider’s report provides a unique look at the problem and efforts to fix it.

Prime Video looking to fix “extremely sloppy mistakes” in library, report says Read More »

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Three episodes in, the Fallout TV series absolutely nails it

I Don’t Want to Set the World on Fire —

Hyperviolence, strong characters, cool visuals, and some humor make a good show.

  • Like the games, the show depicts a Vault Dweller making her way out into the Wasteland.

    Amazon

  • This Brotherhood of Steel Initiate is another central character.

    Amazon

  • And there’s The Ghoul, one of the show’s standout characters.

    Amazon

  • Lost‘s Michael Emerson plays a compelling supporting character.

    Amazon

  • Some scenes take place inside the games’ famous Vaults.

    Amazon

  • And, of course, there’s power armor.

    Amazon

Amazon has had a rocky history with big, geeky properties making their way onto Prime Video. The Wheel of Time wasn’t for everyone, and I have almost nothing good to say about The Lord of the Rings: The Rings of Power.

Fallout, the first season of which premiered this week, seems to break that bad streak. All the episodes are online now, but I’ve watched three episodes so far. I love it.

I’ve spent hundreds of hours playing the games that inspired it, so I can only speak to that experience; I don’t know how well it will work for people who never played the games. But as a video game adaptation, it’s up there with The Last of Us.

In my view, Fallout is about three things: action, comedy, and satire. In this spoiler-free review of the first three episodes, I’ll go over each of these touchstones and discuss how the show hit them or didn’t.

I hope to find the time to revisit the show with another, much more spoiler-y article sometime next week after I’ve seen the rest of the episodes, and we’ll save discussions about the story for then.

Fallout as an action spectacle

To say Fallout is about high-octane action might be a controversial statement, given the divide between fans of the first two games (turn-based tactical RPGs) and most of the newer games (open-world action RPGs).

Hyperviolence was being depicted and simulated in those original titles even if they weren’t part of the action genre, so I hope you’ll agree that one would expect some action and gore in a TV adaptation regardless of which Fallout games you liked.

Boy, does this show deliver. While there is some dispute over which genre the Fallout games are supposed to be, there’s no such confusion about Fallout the TV series. If it were at Blockbuster in the ’80s or ’90s, its box would be in the “Action” section.

All three episodes have at least one big-screen-worthy action set piece. They’re not expertly choreographed like a John Wick movie, but they’re thrilling regardless—mostly because of how extreme and darkly funny the violence can be.

The first big action sequence in the first episode reminded me that this show is coming to us by way of Jonathan Nolan and Lisa Joy, producers of HBO’s Westworld series. As in that show, Fallout‘s violence can be sudden, brutal, and casual. Heads explode from shotgun blasts like popped bubbles in Cronenbergian splatters. Someone’s face gets ripped right off, and another person gets a fork plunged into their eyeball.

Fallout‘s gore goes beyond Westworld’s shock factor into the territory of humor, and that’s clearly intentional. Homages to the Bethesda games’ slow-motion VATS kills are aplenty, with gratuitous shots of bullets tearing through bodies and painting the walls red.

It’s so over the top it that doesn’t bother me; it’s cartoon violence, ultimately. Most of the time, I enjoy it, though a couple of instances of dog-related violence didn’t feel too great. But if you’re squeamish, you’re going to want to steer clear. Of course, the games were like this, too. It just hits a little differently when it’s live action.

Fallout as a comedy

There are numerous executive producers attached to this show, including Nolan, Joy, and Bethesda Game Studios’ Todd Howard, among others. But the two people most creatively responsible for what we’re seeing here are the writers Geneva Robertson-Dworet (Tomb Raider, Captain Marvel) and Graham Wagner (Portlandia, Silicon Valley, The Office).

That makes sense—you have one showrunner with action and video game adaptation chops and another known for comedy.

The Fallout games are hilarious—goofy, even, and that tracks right into the show. It’s not always as laugh-out-loud funny as I expected (though it sometimes is), but it’s definitely fun, and there are some strong jokes.

It’s hard to discuss them without spoiling some punchlines, but a lot of the humor comes from the fact that one of the show’s three central characters grew up deeply sheltered, both literally and figuratively. “Okey-dokey,” she says in the face of the most horrific situations imaginable. The contrast really works.

There’s humor in other places in the show, too, especially if you like dark humor. As I said a moment ago, the violence is hilarious if you have the stomach for it. Like the games, the show has many winks and nods.

I’d like to see a little more of this in the future than there is now, but it’s enough for it to feel like, well, Fallout.

Three episodes in, the Fallout TV series absolutely nails it Read More »

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Lawsuit against Prime Video ads shows perils of annual streaming subscriptions

Priyanka CHopra (left) and Richard Madden (right) in the AMazon Prime Video original series Citadel.

Enlarge / Priyanka Chopra (left) and Richard Madden (right) in the Prime Video original series Citadel.

Streaming services like Amazon Prime Video promote annual subscriptions as a way to save money. But long-term commitments to streaming companies that are in the throes of trying to determine how to maintain or achieve growth typically end up biting subscribers in the butt—and they’re getting fed up.

As first reported by The Hollywood Reporter, a lawsuit seeking class-action certification [PDF] hit Amazon on February 9. The complaint centers on Amazon showing ads with Prime Video streams, which it started doing for US subscribers in January unless customers paid an extra $2.99/month. This approach differed from how other streaming services previously introduced ads: by launching a new subscription plan with ads and lower prices and encouraging subscribers to switch.

A problem with this approach, though, as per the lawsuit, is that it meant that people who signed up for an annual subscription to Prime Video before Amazon’s September 2023 announcement about ads already paid for a service that’s different from what they expected.

And that’s not the only risk people face when opting-in to a yearlong relationship with streaming services these days.

Paying extra “for something they already paid for”

The lawsuit recently filed against Prime Video names California resident Wilbert Napoleon as a plaintiff and argues that Amazon’s advertisements for Prime Video made “reasonable consumers” think that they would get ad-free movie and TV-show streaming for the duration of their subscription.

The lawsuit reads:

Reasonable consumers expect that, if you purchase a subscription with ad-free streaming of movies and tv shows, that the ad-free streaming for movies and tv shows is available for the duration of the purchased subscription.

… however, Plaintiff and class members’ reasonable expectations were not met. Instead of receiving a subscription that included ad-free streaming of [TV] shows and movies, they received something worth less.

Napoleon bought an annual subscription to Prime Video in June 2023, per the court filings. The lawsuit accuses Amazon of falsely advertising Prime Video.

“Subscribers must now pay extra to get something that they already paid for,” the lawsuit says.

The idea of expectations not being met is common for streaming customers. That said, the lawsuit hasn’t gotten far enough yet where we should expect big changes to Prime Video or financial penalties for Amazon. Changing the user experience mid-deal is aggravating for customers, but Prime Video’s terms of use claim that Amazon maintains the right to diminish the value of Prime Video:

Offers and pricing for subscriptions (also referred to at times as memberships), the subscription services, the extent of available Subscription Digital Content, and the specific titles available through subscription services, may change over time and by location without notice (except as may be required by applicable law).

But there’s still a broader point to be made around streaming services trying to lure people into yearlong commitments knowing that the product they offer today might drastically change over the next 12 months.

Amazon, for example, announced that it would bring commercials to Prime Video in September and didn’t confirm when it would introduce ads until December, about a month ahead of the changes. Yet, Amazon reportedly had plans to bring ads to the service as early as June, per a report from The Wall Street Journal that cited anonymous “people familiar with the situation.” Despite these reported plans to alter the user experience significantly, Amazon continued to sell annual subscriptions to Prime Video. For months, people were committing to something that they expected would include commercial-free viewing, which used to be a popular draw of Prime Video compared to rival streaming services.

Prime Video also seemingly didn’t give a heads-up that it was removing Dolby Vision and Dolby Atmos support unless subscribers agreed to pay $2.99 more per month for an ad-free plan.

Amazon declined to comment on this story. Lawyers for the lawsuit filed against Amazon didn’t respond to a request for comment.

Lawsuit against Prime Video ads shows perils of annual streaming subscriptions Read More »

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Prime Video cuts Dolby Vision, Atmos support from ad tier—and didn’t tell subs

Surprise —

To get them back, you must pay an extra $2.99/month for the ad-free tier.

High King Gil-galad and Elrond in The Lord of the Rings: The Rings of Power

Enlarge / The Rings of Power… now in HDR10+ for ad-tier users.

On January 29, Amazon started showing ads to Prime Video subscribers in the US unless they pay an additional $2.99 per month. But this wasn’t the only change to the service. Those who don’t pay up also lose features; their accounts no longer support Dolby Vision or Dolby Atmos.

As noticed by German tech outlet 4K Filme on Sunday, Prime Video users who choose to sit through ads can no longer use Dolby Vision or Atmos while streaming. Ad-tier subscribers are limited to HDR10+ and Dolby Digital 5.1.

4K Filme confirmed that this was the case on TVs from both LG and Sony; Forbes also confirmed the news using a TCL TV.

“In the ads-free account, the TV throws up its own confirmation boxes to say that the show is playing in Dolby Vision HDR and Dolby Atmos. In the basic, with-ads account, however, the TV’s Dolby Vision and Dolby Atmos pop-up boxes remain stubbornly absent,” Forbes said.

Amazon hasn’t explained its reasoning for the feature removal, but it may be trying to cut back on licensing fees paid to Dolby Laboratories. Amazon may also hope to push HDR10+, a Dolby Vision competitor that’s free and open. It also remains possible that we could one day see the return of Dolby Vision and Dolby Atmos to the ad tier through a refreshed licensing agreement.

Amazon has had a back-and-forth history with supporting Dolby features. In 2016, it first made Dolby Vision available on Prime Video. In 2017, though, Prime Video stopped supporting the format in favor of HDR10+. Amazon announced the HDR10+ format alongside Samsung, and it subsequently made the entire Prime Video library available in HDR10+. But in 2022, Prime Video started offering content like The Lord of the Rings: The Rings of Power in Dolby Vision once again.

Amazon wasn’t upfront about removals

Amazon announced in September 2023 that it would run ads on Prime Video accounts in 2024; in December, Amazon confirmed that the ads would start running on January 29 unless subscribers paid extra. In the interim, Amazon failed to mention that it was also removing support for Dolby Vision and Atmos from the ad-supported tier.

Forbes first reported on Prime Video’s ad-based tier not supporting Dolby Vision and Atmos by assuming that it was a technical error. Not until after Forbes published its article did Amazon officially confirm the changes. That’s not how people subscribing to a tech giant’s service expect to learn about a diminishing of their current plan.

It also seems that Amazon’s removal of the Dolby features has been done in such a way that it could lead some users to think they’re getting Dolby Vision and Atmos support even when they’re not.

As Forbes’ John Archer reported, “To add a bit of confusion to the mix, on the TCL TV I used, the Prime Video header information for the Jack Ryan show that appears on the with-ads basic account shows Dolby Vision and Dolby Atmos among the supported technical features—yet when you start to play the episode, neither feature is delivered to the TV.”

As streaming services overtake traditional media, many customers are growing increasingly discouraged by how the industry seems to be evolving into something strongly reminiscent of cable. While there are some aspects of old-school TV worth emulating, others—like confusing plans that don’t make it clear what you get with each package—are not.

Amazon didn’t respond to questions Ars Technica sent in time for publication, but we’ll update this story if we hear back.

Prime Video cuts Dolby Vision, Atmos support from ad tier—and didn’t tell subs Read More »