Amazon Prime Video users will soon encounter advertisements on movies and TV shows, starting from next month. The company, in an email to U.S. members this week, announced that ads will be integrated into Prime starting January 29.
This move aligns with a prior announcement made in September. Prime members wishing to maintain an ad-free experience will need to pay an additional $2.99.
Amazon intends to extend this advertising model to its Prime service in the United Kingdom, other European countries, Canada, Mexico, and Australia next year.
Following the lead of major streaming platforms like Netflix and Disney, Amazon is adopting a dual model. This approach allows them to generate revenue from ads while also providing subscribers the option to opt-out by paying a higher fee.
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In the email, Amazon assured users that the number of ads would be "meaningfully fewer" compared to traditional TV and other streaming providers. The company stated that the inclusion of ads is a strategy to sustain investments in compelling content, to increase such investments over an extended period.
