Starting January 2024, Amazon Prime Video users worldwide, including India, will encounter advertisements interspersed within their movie and TV show streaming experience. This expansion of ad integration won’t impact the core benefits of the basic Prime subscription.
Following Netflix’s steps, Amazon Prime Video is shifting its focus to introduce advertisements on its platform. Earlier this year, the streaming service disclosed its intention to integrate ‘significantly fewer ads’ into its catalogue of movies and TV shows. These ads will become a part of existing subscription plans, although an ad-free alternative will be available for users opting to pay a slightly higher fee. Although the exact launch date for the ads wasn’t initially disclosed, it has now been confirmed and finalized.
Amazon Prime has notified users in various regions, including the US, UK, Germany, and Canada, about the forthcoming introduction of ads in their streaming content. The email, aimed at informing users, mentions that ads will start appearing during content from January 29. Amazon emphasizes that these “limited advertisements” will facilitate continued investment in compelling content without altering the current Prime membership price.
The company aims to maintain fewer ads compared to traditional TV and other streaming services, assuring users that no action is required on their part regarding these changes. For those wishing to retain an ad-free experience, an additional $2.99 per month (approximately Rs 248.8) option is available. Amazon Prime’s email includes a link for members to opt for this ad-free alternative.
While affirming no change in the Prime membership cost despite the ads’ introduction, Amazon plans to introduce these changes initially in the UK, US, and other regions, with a subsequent global rollout, including India. The core Prime benefits remain intact, with the current monthly cost in India set at Rs 299 or Rs 1499 annually. Additionally, Amazon Prime Lite offers a more affordable annual plan at Rs 799 in India.
Apart from Prime Video’s basic plans, Amazon also provides Freevee, a free ad-supported streaming service. Live event content like sports and content on Amazon Freevee will continue to feature advertising, as stated in the company’s email.
This move aligns with a trend seen across streaming services. While competitors raise subscription fees and introduce ads in their lower-priced plans, Amazon maintains the monthly fee for Amazon Prime. However, users seeking an ad-free experience will be required to pay an additional cost beginning January 29.