Amazon Prime Video to Serve Ads to UK Viewers – But You Can Pay to Skip Them
Amazon has confirmed it will start showing “limited advertisements” on its Prime Video service worldwide. Unlike Disney+ and Netflix, which offer cheaper ad-supported plans, Amazon will show ads to all Prime subscribers—unless they cough up an extra £2.99 to stay ad-free in the UK.
Why the Ads? More Cash for Content
Amazon says this move will boost revenue, helping fund “compelling content” over the long haul. In an email to Prime members, the retail giant promised fewer ads than traditional TV channels and other streaming platforms.
“This change will enable us to continue investing in compelling content and keep increasing that investment over a long period of time,” Amazon explained.
UK and Global Rollout from January 2024
The ad plan isn’t just for the UK. Amazon will introduce ads in the US, Germany, Canada, and more, starting January 29, 2024. Subscribers won’t need to do anything—current membership fees stay the same unless users pick the ad-free upgrade.
What You Get with Prime in the UK
- Monthly cost: £8.99
- Next-day and same-day delivery on millions of items
- Ad-free music streaming
- Access to exclusive Prime Video series and films
Amazon also confirms no price hike for Prime in 2024 despite the ad addition.
Streaming Services Lean on Ads to Fund Originals
The streaming wars have pushed services to squeeze extra cash via ads. All that ad revenue gets funnelled into creating new shows and movies to keep binge-watchers hooked.
