When streaming incorporates ads: an analysis of Prime Video Spain’s advertising model

Abstract

This study examines the new advertising model of Prime Video Spain, one of the most popular streaming platforms in Spain, alongside Netflix. Through a content analysis, a sample of 305 spots inserted in two original Prime Video series was studied. The viewing of this content was carried out on four different devices (Smart TV, Smartphone, Tablet and Computer) and under two audiovisual consumption patterns: daily episode and binge-watching (marathon). The results show that female beauty products and technology brands stand out among the most frequent categories and advertisers in the analyzed sample. However, Prime Video presents a peculiarity: a notable prominence of technology brands, suggesting a strategy aligned with Amazon's e-commerce approach. The findings also show variations in the distribution of advertisements according to the user profile analyzed and the viewing device, suggesting possible advertising segmentation dynamics within the platform. Finally, this work reveals that binge-watching increases advertising pressure by concentrating more ads in less time. However, this viewing mode produces less narrative interruption than conventional viewing, where advertising breaks are more disruptive. In conclusion, this study shows how Prime Video Spain incorporates advertising formats traditionally associated with television into a digital environment in which ad distribution may vary according to profile, device and viewing mode.