Amazon’s streaming platform Prime Video will begin featuring limited advertisements starting January29, The Verge reported. In a move that marks a shift from an ad-free viewing experience, Amazon assures that the volume of ads on Prime Video will be considerably less than what is typically seen on linear TV and other streaming platforms.
For viewers who prefer an uninterrupted experience, Amazon is offering an option to opt out of ads by paying an additional $2.99 per month (approximately Rs 250). This fee will allow users to continue enjoying ad-free streaming on Prime Video.
The introduction of ads is set to commence on January 29, 2024, in key markets including the United States, United Kingdom, Germany, and Canada. Plans to extend this change to other regions like France, Italy, Spain, Mexico, and Australia are in the pipeline, although specific dates have not been announced. There is currently no confirmation regarding the implementation of this new model in the Indian market.
Prime Video, known for its high-quality content offering movies and TV shows in up to 4K resolution, is accessible across various devices including smartphones, tablets, laptops, and smart TVs. With a single subscription, users can stream on up to four devices simultaneously.
An Amazon Prime annual subscription in India is priced at Rs 1,499, which includes multiple benefits such as free same-day or one-day delivery, Prime Music, Prime Gaming, and Prime Reading. In certain markets like the US, additional perks are offered, including unlimited photo storage on Amazon Photos, free grocery delivery, and a one-year Grubhub+ membership.
Amazon India also offers a Prime Lite membership price of which was recently reduced to Rs 799 from Rs 999, providing limited benefits. Furthermore, for mobile users, there is the Prime Video Mobile Edition, priced at Rs 599 for a quarter, which grants access to the platform’s entire content catalogue on smartphones and tablets via the Prime Video app. Additionally, Amazon Mini TV, exclusive to India, provides free access to mini-movies and web series. The monthly Amazon Prime subscription costs Rs 299 in the country.
This introduction of advertisements on Prime Video reflects a growing trend in the streaming industry, as services explore new revenue streams while attempting to maintain a balance between monetization and user experience. As the market evolves, it will be interesting to see how these changes impact viewer habits and preferences in the streaming domain.
