Amazon Prime Video UK to Introduces Ads in Movies and TV Shows Amidst User Backlash
Amazon Prime Video UK announces ads from February 5, 2024, reflecting a strategic shift.
Starting February 5, 2024, Amazon Prime Video UK is set to introduce ads in its content, a significant shift mirroring its US counterpart. This change, communicated to subscribers via email, aligns with Amazon’s strategy for sustained investment in high-quality content while offering varied subscription options, including an additional ad-free experience.
Subscription Pricing Details
- Current Subscription Cost: The monthly subscription remains at £8.99, or £95 annually.
- Ad-Free Option: An additional £2.99 per month is required for an ad-free experience.
- Prime Video Only Access: Maintained at £5.99 per month.
- Preorder Option: Users can preorder the ad-free service on the Amazon UK website.
Amazon asserts that the ad-supported Prime Video will have significantly fewer ads compared to other ad-supported TV channels and streaming providers. However, ads have already started appearing for UK users.
The introduction of ads seems to be in line with Amazon’s FreeVee service, which offers a selection of films and series with ads for free in the UK, US, and other countries.
Other leading streaming services have also launched ad-based plans and increased prices for their ad-free subscriptions in 2023. The future impact on streaming service prices in 2024 is yet to be seen.
User Reactions on X (Twitter)
Lucky McLuckie: Expressed discontent with the mixed model of subscription and ads, challenging the essence of subscription-based TV.
Magpie Jack: A user criticized the price increase and the extra cost for an ad-free experience, suggesting Amazon’s founder should bear the costs.
Jason Harvey: Threatened to cancel his subscription due to the introduction of ads, viewing it as a violation of Amazon Prime’s value proposition.
Catherine McCarthy: Shared disappointment and speculated on the impact if many subscribers cancel.
JB: Highlighted the primary reason for choosing a paid service like Amazon Prime was to avoid ads and considered canceling in response to the new policy.
As the streaming landscape continues to evolve, Amazon’s decision to introduce ads into Prime Video UK has significantly impacted its user base, raising questions about the future of subscription services and user satisfaction.
