Amazon has announced its plan to integrate advertisements into its Prime Video streaming service starting next year. The initial phase of this rollout is scheduled for early 2024 and will target customers in the United States, the United Kingdom, Canada, and Germany. Subsequently, the inclusion of ads will extend to France, Italy, Spain, Mexico, and Australia later in the same year. This development follows a report from The Wall Street Journal in June, which had hinted at Amazon’s discussions about incorporating ads into its platform.
Amazon has clarified that Prime Video will feature a limited number of commercials, with fewer ads compared to traditional linear TV and other streaming providers. However, viewers in the United States who prefer an ad-free experience can opt for a $3 per month subscription upgrade, and a similar ad-free option will become available in other countries in due course.
Current Prime Video subscribers will receive advance notification about the impending introduction of ads in the weeks leading up to the launch. The company also emphasized that there are no plans to raise the current prices for Prime memberships in 2024.
Prime Video offers a range of content, including original TV shows and movies produced by Amazon Studios, as well as an extensive library of titles included with your subscription. Subscribers can also access additional channels like Max, Paramount Plus, Starz, and more for an extra monthly fee. Additionally, the platform allows users to rent or purchase movies and shows.
Prime Video is bundled within the Amazon Prime membership, which costs $15 per month or $139 annually, or it can be subscribed to as a standalone service for $9 per month. While CNET’s review regards Prime Video as a valuable inclusion in a Prime membership, it notes that it may not be as robust as standalone alternatives like Netflix and Hulu.
Netflix and Disney Plus introduced ad-supported tiers to their services in the previous year, aligning with the trend among major streaming platforms like Max (formerly HBO Max) and Hulu, which offer ad-supported plans. Paramount Plus and Peacock have lower-priced ad-supported options starting at $6 per month, while Max’s ad-supported plan is priced at $10 per month.
Amazon has prior experience with ad-supported streaming through Amazon Freevee, previously known as IMDb TV. This service is free to access and supported by a limited number of ads, featuring a mix of Amazon and Freevee originals, along with other movies and shows. Additionally, there’s a Freevee channel available within Prime Video.
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