Amazon is preparing to add advertising to Prime Video, signaling a shift announced for early next year. The move mirrors what streaming rivals have already done, bringing ad-supported options to the foreground as competition intensifies across North American markets.
As pricing models evolve, services like Netflix and Disney+ have expanded their offerings with lower-cost plans that include advertisements during playback. These ad-supported tiers are designed to lower the barrier to entry for subscribers while still delivering the core streaming experience. The strategy aligns with a broader industry trend toward flexible pricing, allowing users to choose a plan that fits their budget and viewing habits.
Netflix previously introduced a standard ad-supported tier last year, and while it initially restricted access to some high-traffic titles, the service later adjusted its quality to improve the viewing experience. The platform also supports multiple concurrent streams, providing more flexibility for households with several viewers at once.
Disney announced a similar ad-backed subscription model this summer, with expectations that it would roll out in Europe and Canada around November. The price point has varied by market, reflecting regional differences in regulatory environments and consumer expectations as the catalog expands.
The industry’s move toward combining advertising with streaming content drew particular attention from Amazon, which intends to bring ads to Prime Video as part of a wider rollout planned for early 2024. Initial launches targeted the United States, United Kingdom, Germany, and Canada, with expansion to additional regions later in the year, including Spain. This phased approach aims to balance revenue from ads with a seamless, user-friendly experience.
Amazon has stated that Prime Video will feature fewer advertisements per hour than traditional broadcast channels and some competing streaming platforms, emphasizing a smoother watching experience. The company underscored its commitment to investing in engaging content, signaling that ad-supported viewing will not come at the expense of program quality. The broader objective is to sustain long-term investment in original and licensed programming that resonates with viewers while introducing a monetization option that appeals to price-conscious subscribers.
Details about the pricing and structure appeared in a post on Prime Video’s blog, which outlined plans for a limited advertising model across certain TV series and films. Importantly, the change is designed to be largely transparent for users and requires no additional action to access the content under existing memberships. The post also hinted at an optional ad-free tier that would carry an extra monthly charge in the United States, with pricing for other markets such as Spain to be announced in due course, signaling a carefully staged adoption across regions.
In the broader context, these shifts reflect streaming platforms’ ongoing effort to offer diverse options that balance affordability, content quality, and user experience. For viewers, the decision often comes down to personal preference—whether to opt for a lower price with occasional ads or a higher price for uninterrupted, ad-free viewing. With the landscape evolving rapidly, consumers in Canada and the United States can expect a continued selection of plans that cater to different budgets and viewing patterns, all while maintaining access to a rich catalog of films and series across languages and genres. The industry’s trajectory appears set to prioritize flexible choices, with publishers continually refining ad formats and scheduling to minimize disruption while maximizing engagement (via Variety).