Fire TV Users Are Now Seeing Full-Screen Ads Before Screensavers Start

Amazon has found a way to show even more ads on its Fire TV platform. The Fire TV UI is already showing ads on startup, the Home screen, and in search results. As if this wasn’t enough already, Fire TV users in the US should now start seeings ads before their screensaver starts.

These full-screen ads have first been spotted by Cord Cutter News, and they may appear all Fire TVs devices made in 2016 or newer. “If you leave your Fire TV for too long, a full-screen ad will play for about 30 seconds to a minute before your screensaver starts,” the report explaiend.

Amazon has confirmed to the the publication that this new type of ads has recently started rolling out as part of the company’s “Ambient Experience” on Fire TV. These ads that play before the screensaver kicks in are also shoppable, as you can see in the example below captured by Cord Cutter News.

Amazon has sold over 200 million Fire TV devices globally, and the company can make these devices as affordable as possible if it can make its money back with various ad formats. Amazon Prime Video, one of the cheapest video streaming services on the market has also started showing ads to all subscribers unless they pay an extra $2.99/month.

To be fair, other smart TV platforms like Google TV and Roku TVs are also monetizing their users with ads. And so are smart TV makers like LG, Samsung, and others, though to a lesser extent. Amazon’s more heavy-handed approach, however, may ultimately push some Fire TV users to start looking for ad-free alternatives. As of today, Apple TV devices are probably the safest choice for people looking for a distraction-free smart TV experience.