Amazon has announced that Prime Video content in India will begin featuring limited advertisements starting June 17, 2025, reflecting an industry-wide shift toward ad-supported streaming models.
The company stated this change will help sustain investments in original content while keeping the ad experience less intrusive than traditional TV, with ads being "meaningfully fewer" than linear television and other streaming platforms.
For members preferring uninterrupted viewing, Amazon will offer an optional ad-free upgrade priced at ₹699 per year as an introductory offer, or ₹129 per month, available from the same date. The company emphasised this change won't affect other Prime membership benefits.
Existing Prime subscriptions will continue to include fast, free delivery options on Amazon.in orders including same-day and next-day shipping. Members will retain access to Prime Video originals like Mirzapur, Panchayat and The Family Man, along with films such as Stree 2 and Kalki 2898 AD.
The membership also maintains access to Prime Video Channels for additional subscriptions, early access to sales and Prime Day deals, ad-free Amazon Music, Prime Gaming benefits, and Prime Reading privileges.
Amazon noted that content on MX Player will continue to include advertisements regardless of whether members opt for the Prime Video ad-free upgrade.
Netflix has also launched its ad-supported "Basic with Ads" plan in 12 countries, including the US, Canada, UK, Australia, and key European and Asian markets, with pricing set at $6.99 per month in the US.
The company expects to nearly double its ad revenue in 2025 through upfront deals, programmatic expansion, and scatter sales, as streaming platforms increasingly adopt hybrid subscription-ad models to diversify revenue streams.
The company stated this change will help sustain investments in original content while keeping the ad experience less intrusive than traditional TV, with ads being "meaningfully fewer" than linear television and other streaming platforms.
For members preferring uninterrupted viewing, Amazon will offer an optional ad-free upgrade priced at ₹699 per year as an introductory offer, or ₹129 per month, available from the same date. The company emphasised this change won't affect other Prime membership benefits.
Existing Prime subscriptions will continue to include fast, free delivery options on Amazon.in orders including same-day and next-day shipping. Members will retain access to Prime Video originals like Mirzapur, Panchayat and The Family Man, along with films such as Stree 2 and Kalki 2898 AD.
The membership also maintains access to Prime Video Channels for additional subscriptions, early access to sales and Prime Day deals, ad-free Amazon Music, Prime Gaming benefits, and Prime Reading privileges.
Amazon noted that content on MX Player will continue to include advertisements regardless of whether members opt for the Prime Video ad-free upgrade.
Netflix has also launched its ad-supported "Basic with Ads" plan in 12 countries, including the US, Canada, UK, Australia, and key European and Asian markets, with pricing set at $6.99 per month in the US.
The company expects to nearly double its ad revenue in 2025 through upfront deals, programmatic expansion, and scatter sales, as streaming platforms increasingly adopt hybrid subscription-ad models to diversify revenue streams.
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