Amazon Prime Video to launch ad-tier in UK from February

Media and entertainment giant Amazon is to introduce an ad-tier to its premium streaming service Prime Video in the UK starting February 5.

According to Amazon, the move will see “limited advertisements” included on films and TV shows available via Prime Video in the UK and Germany, excluding content that is rented or purchased.

The news comes after the company announced it is to launch an ad-tier to Prime Video customers in the US from January 29.

The streaming powerhouse follows in the steps of Netflix and Disney+ which both launched an cheaper ad-supported and ad-free offering last year.

Though Amazon Prime Video’s ad-tier will be the same price as its current ad-free subscription. Amazon Prime Video will also launch its Ad Free offering for customers for an additional fee of £2.99 per month.

The ad-free plan is currently available for registration but customers won’t be billed until February 5. Prime Video said the ad-tier launch currently excludes subscribers in Ireland, Channel Island, and Isle of Man.

In an email shared with subscribers, Amazon said the change will help boost investment in content for the long term.

“We aim to have meaningfully fewer ads than linear TV and other streaming TV providers. No action is required from you, and there is no change to the current price of your Prime membership,” they added.

Live events, such as sports, and Amazon Freevee content will continue to include advertising. Ad-supported plans will launch on Prime Video in France, Italy, Spain, Mexico, and Australia later in the year.