Amazon Prime Video is set to introduce advertisements into its streaming content starting January 29, 2024. This move by Amazon aims to continue investing in compelling content and maintain its investment over time. The introduction of ads follows the trend seen in other streaming platforms like Disney+, Netflix, and Hulu, which have already implemented ad-supported tiers.
The advertisements will be limited, and Amazon emphasizes having fewer ads compared to linear TV and other streaming TV providers. For Prime members who prefer an ad-free experience, there will be an option to pay an additional $2.99 per month. This new ad-free option comes alongside the existing Prime membership, which costs $14.99 per month or $139 annually, and the standalone Prime Video subscription at $8.99 per month.
It’s important to note that ads will not appear in content that is purchased or rented. Amazon’s approach seems to be a compromise between maintaining the current price point and offering an ad-free version at a slightly higher cost. This strategy is somewhat different from other streaming services, which have typically increased subscription prices or introduced a cheaper ad-supported version.
Prime Video customers in the UK, Canada, and Germany will see ads a week later, starting February 5, and customers in France, Italy, Spain, Mexico, and Australia will also get ads later in the year, although a specific date for these countries hasn’t been announced yet.
For customers who don’t want to endure ads but wish to keep the service, Amazon has provided instructions on how to pre-register for the ad-free version of Prime Video. This works like a pre-order, so billing will only commence from January 29, when the change takes effect.
Overall, this development reflects the growing trend in the streaming industry, where platforms are finding ways to balance content investments with revenue models that include advertising.
