It’s not merely a figment of your imagination — you are likely seeing an uptick in advertisements recently.

Amazon’s streaming platform, Prime Video, has secretly doubled its advertising content, as highlighted exclusively by Adweek. According to insights from ad purchasers and documents analyzed, Adweek reported that Amazon now features four to six minutes of ads for every hour of streaming, a rise from the initial two to three-and-a-half minutes when ads first launched in January of last year.

“The ad load on Prime Video has steadily risen to four to six minutes per hour,” an Amazon spokesperson communicated to an ad buyer, as indicated by Adweek.

It appears that every streaming service is slowly integrating more ads. HBO Max — previously termed Max, which used to be HBO Max, then HBO Now, and before that HBO Go — rolled out ads last year and has recently tightened restrictions on password sharing. That’s a double whammy of advertising annoyance. Netflix? Ads and limits on password sharing. Hulu or virtually any other service? The same scenario.

You can certainly opt to pay extra for an ad-free experience. For Amazon, this entails an additional $3 monthly fee. Streamers have rebranded the ad-supported tiers as more budget-friendly alternatives.

However, I personally remember a time when hefty monthly fees guaranteed a completely ad-free streaming experience. Regrettably for consumers, it seems that advertisements will only continue to proliferate.