Amazon Prime is following in the footsteps of Netflix and Disney+ by introducing ads to its video streaming service, and users will have to pay extra to avoid them. This change will come into effect in the UK and US next year. Prime Video, which includes hit shows like 'The Boys', will now require viewers to pay an additional $2.99 per month for an ad-free experience. The exact pricing for UK subscribers is yet to be announced.

Amazon's Explanation for Introducing Ads

According to Amazon, the introduction of "limited advertisements" is necessary to increase investment in original content. The company aims to have "meaningfully fewer ads than linear TV and other streaming TV providers" as it strives to strike a balance between generating revenue and providing an enjoyable viewing experience. Prime members will receive an email with information on how to sign up for the ad-free option before the ads are introduced.

Expansion of Ad Breaks to Other Countries

While the UK and US will be the first to experience ads on Prime Video, Germany and Canada will also face ad breaks at the start of next year. France, Italy, Spain, Mexico, and Australia will follow later in 2024.

Fan Reaction and Criticism

Fans have expressed their anger and frustration at the upcoming changes. Many viewers feel that they are already paying a significant amount for their Amazon Prime subscription and Prime Video, so the additional cost to avoid ads seems unfair. Social media platforms, such as X and Twitter, have been flooded with comments from users who are disappointed with Amazon's decision.

One user said on X / Twitter, "I like Amazon Prime's output largely, but I'm already paying them a lot of money to watch their product. I'm not paying them a penny more, and ads do make me switch off." Another annoyed viewer commented, "I already pay so much for prime and prime video, and now they want additional money just to not show me ads?"

There is a general sentiment among fans that these streaming companies are simply capitalizing on the opportunity to make more money under the guise of needing ad breaks. Many users perceive Amazon as a prime example of this behavior, noting that the company is not struggling financially.