Prime Video to introduce ads in select countries in 2024

Amazon announced that Prime Video shows and movies will include limited advertisements in the United States, UK, Germany, and Canada starting in early 2024, followed by France, Italy, Spain, Mexico, and Australia later in the year. According to the company, this is in order to “continue investing in compelling content and keep increasing that investment over a long period of time.”

Amazon said that it aims to have meaningfully fewer ads than linear TV and other streaming TV providers. No action will be required for Prime members, and the company is also not making changes in 2024 to the current price of Prime membership. Prime Video will also offer a new ad-free option for an additional US$2.99 per month for US Prime members.

“One of the Prime benefits that we continue investing heavily in is Prime Video, which has expanded to offer hit movies, great shows, award-winning Amazon Originals, and live sports – all in a single destination. Prime Video offers a vast selection of movies and series, including Amazon Originals, and live sports. Amazon MGM Studios earned 68 Primetime Emmy Award nominations this year, marking the Studio’s biggest year ever, with critically acclaimed and fan-favorite series ‘The Marvelous Mrs. Maisel’ becoming the most Emmy-nominated streaming comedy ever with 80 nominations over its five-season run,”  the company highlighted in a press release.

With this new move, Prime Video will now join its rival streaming services, including Netflix, Max, Disney+, and Hulu, among others. The ad-supported tiers not only give consumers a cheaper option as the list of streaming apps grows, but they are also bringing in an additional revenue source for the companies.

"Since we launched Prime in 2005, we have continued to improve the program and add to the list of benefits our members enjoy. You can expect us to continue to add benefits and features over time,"  the company concluded.