In a significant shift in its streaming model for the Indian market, Amazon has announced that its popular Prime Video service will begin incorporating advertisements into movies and TV shows starting June 17, 2025. This move aligns Prime Video with several other streaming platforms that have already introduced ads to their content.
In an email communication sent to its subscribers today, Amazon stated that the introduction of “limited advertisements” will allow the company to “continue investing in compelling content and keep increasing that investment over a long period 1 of time.” The streaming giant assured users that the volume of ads will be “meaningfully fewer” compared to traditional television channels and other streaming services.
While the base price of the Amazon Prime membership will remain unchanged, viewers who prefer an uninterrupted, ad-free streaming experience will have the option to subscribe to a new “ad-free add-on.” This optional add-on will be priced at ₹699 per year or ₹129 per month. Subscribers can opt-in for this ad-free experience starting June 17, 2025.
This development follows a global trend where Amazon initially introduced ads on Prime Video in the United States and a few other markets in 2024. The expansion of this model to India indicates the company’s strategy to further monetize its streaming service while providing users with a choice based on their viewing preferences.
It’s important to note that the introduction of ads will not affect other benefits included in the standard Amazon Prime membership, such as free and fast shipping, access to Amazon Music, and other exclusive deals and offers.
For users who do not wish to view advertisements, the ad-free add-on presents a premium option. This puts Amazon Prime Video in a similar position to competitors like Disney+ Hotstar, which already employs a tiered subscription model with ad-supported and ad-free plans. However, unlike Netflix, which remains completely ad-free across all its subscription tiers, Amazon is now offering a choice for its Indian user base.
Amazon also offers a “Prime Lite” subscription in India, priced at ₹799 per year, which already includes ads and limits streaming resolution to 720p. It remains unclear whether the new ad-free add-on can be applied to this more affordable plan.
As the Indian streaming market continues to grow and become increasingly competitive, this decision by Amazon Prime Video could influence how users perceive the value proposition of different streaming services. While the promise of fewer ads compared to traditional TV might be appealing, some viewers might consider shifting to platforms that offer ad-free viewing as part of their standard subscription.
Existing Prime members who wish to discontinue their membership following these changes will have the option to cancel and request a pro-rated refund through their Amazon account settings.
The introduction of ads on Amazon Prime Video in India marks a significant change in the streaming landscape and will undoubtedly be closely watched by both consumers and industry players. The success of this new model will depend on the balance Amazon strikes between generating ad revenue and maintaining a positive viewing experience for its subscribers.