Amazon has started notifying Prime Video subscribers that they have to pay extra if they don’t want their viewing experience interrupted by commercials. In an email the company has sent to customers, it said that Prime Video will begin showing “limited advertisements” alongside its movies and shows starting on January 29. Those who want to keep their accounts ad-free will have to pay an extra fee of $3 a month on top of their Prime subscription or their standalone $9-a-month Prime Video membership.
Why the Change?
Amazon’s decision to introduce ads on Prime Video comes with the intention of investing more in compelling content. By charging an extra fee for an ad-free experience, the company aims to generate revenue that can be reinvested into producing high-quality shows and movies. This move aligns with their goal of delivering meaningful content and ensuring that the advertisements shown on Prime Video are significantly fewer than those on linear TV and other streaming providers.
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The Rollout
Initially, the introduction of ads will impact Prime Video subscribers in the US, UK, Germany, and Canada. Customers in France, Italy, Spain, Mexico, and Australia will face the same choice in the near future. However, it’s important to note that rented or purchased content will remain ad-free. Additionally, the rollout excludes Puerto Rico, the US Virgin Islands, Guam, the Mariana Islands, and American Samoa for the time being.
To provide transparency to subscribers, Amazon has clarified that the number of ads shown will be kept to a minimum. While the exact duration of ads per hour has not been explicitly stated, reports suggest that it will be around four minutes, making it significantly less than traditional TV channels. This approach ensures that viewers can still enjoy uninterrupted streaming while supporting the platform’s content development efforts.
Alternatives to Prime Video
While Prime Video has been a popular choice for many, it’s essential to consider the alternatives available in the streaming market. Competitors such as Netflix, Hulu, and Disney+ offer ad-free experiences as part of their standard subscription packages. If being free from ads is a non-negotiable factor for your streaming preferences, exploring these alternatives may be worth considering.
