Amazon To Introduce Adverts On Prime Video From Feb

Previously, rivals such as Disney+ and Netflix introduced cheaper ad-supported memberships amid price rises.

Amazon To Introduce Adverts On Prime Video From Feb

Starting on February 5, 2024, advertisements will be available on Amazon's Prime Video streaming service.

Consumers in Germany and the UK will see "limited" advertisements unless they want to pay £2.99 a month to have them removed.

Before price increases, competitors like Disney+ and Netflix unveiled less expensive ad-supported subscriptions.

The decision by Amazon would "allow us to continue investing in compelling content and keep increasing that investment over a long time.".

In an email to clients, the company stated, "We aim to have meaningfully fewer ads than linear TV and other streaming TV providers."

It added that advertisements will still appear in live programming, including sports, even if viewers pay to have them removed.

Advertisements will start to appear sooner for customers in the US and Canada on January 29. Later in 2024, Amazon aims to bring this advertising to Australia, France, Italy, Spain, and Mexico.

With the ad-free pricing, however, UK customers might feel they've missed out because German and US customers will pay €2.99 (£2.60) and £2.99 (£2.35), respectively.

One-day merchandise delivery and streaming service are included with an Amazon Prime membership.

The last time this service's cost was increased was in 2022, when the monthly membership increased by £1 to £8.99 and the yearly membership increased by £79 to £95.

The debut of advertisements follows many declarations from Amazon about upcoming content.

It has also struck an agreement with Games Workshop to bring Warhammer 40,000 to the big screen, with British actor and self-described gamer Henry Cavill playing a major role. This is in addition to the renewal of popular series like Leverage: Redemption and The Boys.

Additionally, it is preparing additional high-profile material, including its much-awaited Fallout video game franchise.

In August 2023, Disney+ launched its ad-supported service in the UK, and in 2022, Netflix unveiled its "basic with ads" streaming package.