Millions of Amazon Prime Video fans warned even MORE ads are on the way to screens – but there’s a way to avoid them

Analysis by Millie Turner, Senior Technology and Science Reporter

There is little escaping adverts these days.

That is, unless you become an off-grid hermit and switch off from the tech world completely.

Whether it's YouTube banning ad-blockers, Netflix and Disney+ introducing ads to their cheapest subscriptions, or Amazon Fire TV adverts growing in size, there's always a Big Tech company trying to monopolise your eyeballs.

Ads appearing on smart TVs as part of new software updates are becoming increasingly common.

TVs are not devices that are replaced often, so instead of trying to sell the gadgets to uninterested buyers, companies like LG, Samsung, Roku, and Vizio are seeking recurring revenue from already-sold TVs.

And this comes in the form of targeted ad sales.

Any company introducing more ads is going to be met with a giant "huff" from its customer base.

But I don't think it's the ads themselves that frustrate customers most.

Many of us have grown immune to digital advertisements after decades of watching companies jump and wave for our attention.

It's their retroactive introduction that leaves the sour taste in consumers mouths.

It muddies the metaphorical contract you agree to when purchasing an item: that it's going to be what you bought, sort of, forever?

And when the changes, when a company decides they want a little bit more of you, and you have no choice but to agree - that's where the seed of resentment grows.