Amazon Prime Video to include ads from next year

Amazon Prime Video is to include adverts from early next year, with ads to be introduced in the U.S., U.K., Germany, and Canada in early 2024, followed by France, Italy, Spain, Mexico, and Australia later in the year.

Amazon said that “to continue investing in compelling content and keep increasing that investment over a long period of time, starting in early 2024, Prime Video shows and movies will include limited advertisements”, adding that it aims to have “meaningfully fewer ads than linear TV and other streaming TV providers”.

Ads will be included in the standard offering, with subscribers given the option to upgrade to a new ad-free option for an additional US$2.99 a month in the US. Pricing for other countries will be announced at a later date.

The company said it would  email Prime members several weeks before ads are introduced into Prime Video with information on how to sign up for the ad-free option if they would like.

However, live event programming such as sports, where Amazon already carries ads, will continue to include advertising in the premium version.

Amazon’s move brings it closer in alignment with rival streamers such as Netflix and Disney+, where ad-supported tiers are already available.

Amazon Prime Video differs from other streaming services, however, in being bundled with Amazon’s Prime delivery service, offering same-day or next-day shipping on a range of retail goods.

For a fuller analysis of Amazon’s move into advertising on Prime Video, click here.