On February 5, 2024, Amazon will integrate advertisements into its Prime Video streaming service.
Customers in Germany and the United Kingdom will be exposed to “limited” advertisements unless they pay £2.99 per month to have them removed.
Before the current price increase, competitors, including Disney+ and Netflix, introduced ad-supported memberships at a reduced cost.
Amazon stated that the decision would “allow us to continue investing in compelling content and keep increasing that investment over a long period of time.
The company expressed its objective to have significantly fewer advertisements compared to linear TV and other streaming TV providers in an email to customers.
It was stated that advertisements will continue to appear in live content such as sports, even if users pay to eradicate them.
Starting on January 29th, customers in the United States and Canada will be exposed to advertisements in advance. Amazon has future intentions to extend this service to France, Italy, Spain, Mexico, and Australia by the end of 2024.
UK Consumers Discontent with Ad-Free Price Discrepancy
However, consumers in the United Kingdom may feel as though they have been shortchanged by the ad-free price, given that Americans and Germany pay $2.99 (£2.60) and €2.99 (£2.35), respectively.
Access to Amazon Prime’s streaming service and one-day delivery on products are both features of an Amazon Prime membership.
The last time it increased the cost of this service was in 2022. The monthly fee increased by £1 to £8.99, and the annual fee increased from £79 to £95.
The advent of advertisements follows a series of declarations made by Amazon regarding forthcoming content.
In addition to renewing popular series such as Leverage: Redemption and The Boys, it has reached an agreement with Games Workshop to adapt Warhammer 40,000 for the big screen, in which Henry Cavill, a British actor and self-proclaimed gamer, will play a significant role.
Additionally, the company is strategizing for the production of highly anticipated series inspired by the video game Fallout.
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Before August 2023, Disney+ extended its ad-supported service to the United Kingdom. Meanwhile, Netflix debuted its “basic with ads” streaming plan in 2022.
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