Amazon has announced that it will begin showing limited advertisements on its Prime Video streaming platform starting June 17. The company claims it will have “meaningfully fewer” ads than traditional television channels and competing streaming services. Prime members will not face any changes to their current membership benefits or pricing. However, those who prefer an ad-free viewing experience can subscribe to an optional add-on plan. This new plan is priced at Rs 129 per month or Rs 699 per year as an introductory offer, which will later increase to Rs 999 annually. Subscriptions for this ad-free plan will be available from June 17 and will be in addition to the user’s existing Prime membership.
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The introduction of advertisements on Prime Video marks a significant change in Amazon’s strategy. While the company is adding ads, it emphasizes that the number of advertisements will be fewer than those on traditional TV and rival streaming platforms. Amazon stated, “No action is required from viewers, and there is no change to the current price of your Prime membership.” The decision is part of Amazon’s plan to “continue investing in compelling content and keep increasing that investment over a long period of time.”
In contrast, Netflix has maintained an entirely ad-free experience across all its plans. Their pricing ranges from Rs 149 per month for mobile-only access to Rs 649 per month for their Premium plan, which includes 4K streaming and support for up to four screens.
The move by Amazon reflects a shift in the streaming industry, where platforms are exploring different revenue models. While some users may find the introduction of ads inconvenient, others may appreciate the option to maintain an ad-free experience at an additional cost.
