Pay TV 2.0 is taking shape in Hollywood, with Amazon making its inevitable play to deploy advertisements on the Prime Video streaming service from early 2024. The move is an expected natural evolution for the retail behemoth’s ballooning broader advertising business. The first observation to note is Faultline’s snapshot of ad load among eight of the top US SVoDs (pictured), which shows how aggressively Prime Video is prepared to position its ad-supported tier, should Amazon follow through on the rumored promise of 3 minutes of ads per hour. In doing so, Prime Video plans to undercut every rival on the market in terms of ad load, undermining the industry standard ad load for streaming companies of between 4 and 5…