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Amazon will soon increase the number of ads on its Prime Video streaming service, starting early next year. According to a report from the Financial Times, this move is part of the company’s ongoing effort to attract more brands and advertisers as it pushes deeper into ad-supported streaming.

Amazon apparently wants to milk Prime Video even further by showing more ads than ever before. According to Ars Technica, Amazon will test how much advertising it can get away with before Prime Video viewers revolt (or even cancel their subscriptions altogether).

Amazon explained that it had not seen a sharp decline in subscribers since advertisements were introduced to the platform earlier this year.