In a recent announcement, Amazon has confirmed that, starting January 29, 2024, its popular Prime Video streaming service will include limited advertisements. This move is part of Amazon’s strategy to continue investing in high-quality content and sustain long-term growth.
Changes to Prime Video Experience
Previously ad-free, Prime Video will now incorporate ads into its movies and TV shows, affecting subscribers in the U.S., U.K., Germany, and Canada initially.
The rollout will extend to France, Italy, Spain, Mexico, and Australia later in the same year. Amazon assures its users that the number of ads will be “meaningfully fewer” than what is typically experienced on cable TV.
Commercial-Free Option
For users who prefer to maintain an ad-free experience, Amazon will offer a new subscription plan at an additional cost of $2.99 per month.
To sign up for this ad-free option, Amazon will send an email to customers several weeks before the introduction of ads, providing details on how to add the new subscription fee.
Partnership with IPG Mediabrands
To manage and sell ads on Prime Video, Amazon has partnered with IPG Mediabrands. This collaboration aims to enable brands to engage with the Prime Video streaming audience across the nine countries served, making Prime Video one of the largest premium ad-supported services in these regions.
Amazon’s Statement on the Change
According to Amazon, the introduction of ads is crucial to “continue investing in compelling content and keep increasing that investment over a long period of time.”
The company emphasizes its commitment to offering a viewing experience with significantly fewer ads compared to traditional linear TV and other streaming services.
Amazon will email Prime members weeks before the ads are introduced, providing information on the new ad-free option and how to sign up for it. Importantly, there will be no changes to the current price of Prime membership in 2024.
As Amazon takes this bold step to introduce ads to its Prime Video platform, users have the option to embrace the change or stick with the familiar ad-free experience for a nominal monthly fee.
The move underscores Amazon’s dedication to sustaining its content investments and offering a balance between advertising revenue and user satisfaction. Stay tuned for more details as Amazon unveils the official start date and additional specifics in the coming months.
