Little is as annoying as being fully immersed in a film, getting to a climactic scene, and bam - it's time for adverts and you're brought back to reality.
Before the days of streaming it was a standard experience on terrestrial or digital TV, with uninterrupted feature length films being something reserved mainly for the BBC or the cinema.
I mean, who doesn't remember their parents using these moments to go and make you a cup of tea - so we'd be lying if we said they didn't come without any benefits.
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Streaming has, of course, revolutionised how we consume film and TV. We can watch what we want and when we want pretty much anywhere we fancy.
At the top of the pile is Netflix, Amazon Prime Video, and Disney+.
Add in Apple TV+, BritBox, DAZN, and NOW, and you truly are overwhelmed wit choice.
But the viewing experience for some of our favourite on-demand shows has changed of as today (5 February) - and for good.
Fans of hit shows such as Reacher, The Rings of Power, The Boys, and Clarkson's Farm will have to accept changes for the rest of their subscriptions.
They can, alternatively, pay more to stay the same.
We are, of course, talking about Amazon Prime Video introducing adverts across the United Kingdom for the first time ever.
Amazon has said the introduction of ads, and an extra revenue stream, means it can 'continue investing in compelling content and keep increasing that investment over a long period of time'.
What may annoy Prime Video customers the most is that the adverts will feature during the shows and films they're sitting down to watch.
Amazon’s customer service site explains: “Content offered by Prime includes limited advertisements that run before and during playback.”
That is confirmation that your viewing experience will be disrupted in some form, although it remains to be seen at this stage how often the ad breaks will be in comparison to the length of the show or film.
Those who watch the thousands of the free shows and films on Amazon FreeVee will be impacted by the change, as well as those watching live sport, such as the Barclays Premier League.
But if you've sat down for the night having bought or rented a product via Prime Video, fear not, you're excluded given the premium viewing experience you've opted for.
You can, of course, choose to get rid of the adverts if you truly cannot stomach watching Jeremy Clarkson galavant around his farm uninterrupted on the soon to be released third series.
But it'll cost you an extra £2.99 a month, which is almost £36 a year more than your current subscription.
To do this through the website, go to ‘Account & Settings’, then select ‘Your Account’.
Here you’ll find ‘Go Ad Free’ and then click ‘Start Subscription’.
There could still be trailers for Prime Video shows and films, as there was before ads were brought in, but they can be skipped as usual.
Topics: Amazon, Amazon Prime, TV and Film, Money, UK News
Tom Earnshaw