In a significant update for Amazon Prime Video users, the streaming service will start featuring advertisements for non-paying viewers in the United States, United Kingdom, Germany, and Canada from January 29th. The move comes as part of Amazon’s strategy to invest more in original entertainment content.
All You Need to Know About the Changes:
- Limited Ads: Amazon Prime Video will include a “limited number of ads” before and during certain TV shows and movies. This step aligns with Amazon’s commitment to investing in compelling content and expanding its original entertainment offerings.
- Subscription Costs: Existing Amazon Prime members won’t experience a price hike in their subscription costs throughout 2024. However, for those who prefer an ad-free experience, a new ad-free viewing option is available for an additional $2.99 per month.
- Impact on Prime Services: The introduction of ads will be limited to the on-demand Prime Video library, ensuring that the larger suite of Prime services, including fast shipping, exclusive deals, and music streaming, remains ad-free.
- International Expansion: While the changes take effect in the United States, United Kingdom, Germany, and Canada, ad-supported and ad-free options are set to expand to other countries later in the year. France, Italy, Spain, Mexico, and Australia are among the countries slated for the rollout. However, there is no confirmation on whether Indian users will be affected.
- Rationale Behind the Change: Amazon announced the introduction of limited advertisements in September 2023, stating that the move is aimed at continuing investments in compelling content. Amazon Prime Video aims to have “meaningfully fewer ads than linear TV and other streaming TV providers,” providing value for subscribers even with the addition of ads.
Impact on Indian Users:
Fortunately, Indian users are not affected by the introduction of ad-supported content at this time. Ad-supported and ad-free options are expected to reach other countries later in the year, with Prime members receiving notifications to switch to an ad-free viewing experience if they prefer.
As streaming services explore various revenue models, this change positions Amazon Prime Video to continue delivering quality content while offering flexibility for users who choose an ad-free experience.
