Major Changes Coming to Amazon Prime That Will Affect Your Viewing Experience Forever

Amazon Prime Video, one of the staple trimming services, is making a serious change that might not sit well with subscribers.¹ Advertisements are coming back! Well that is, if you *want* it to be part of the viewing experience…

Starting next week, Amazon Prime Video will start rolling out “limited ads” when you want to watch a movie or show.² The move, also implemented in the US and Canada, is Amazon’s trying to get additional revenue for investing in compelling content. The logic is sound, but not everyone is happy about it (actually, we don’t think anyone is happy about it). Subscribers expressed disappointment with the move and some are even moving to cancel their subscriptions.

Amazon’s venture into advertising doesn’t stop with the UK and America. The company plans to roll out the ad-supported model across Australia, Mexico, Italy, France, and Spain by the end of the year. This global expansion is a strategic push to maximize income for and from its video streaming service, even at the risk of subscriber dissatisfaction.

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“Ad-Free Amazon Prime” at a Cost

Fear not, for if an ad-free experience is what you still want, Amazon is graciously offering an ad-free experience for an additional $2.99 a month. This decision has triggered a wave of criticism on social media, with users openly calling out the need for extra fees on an already-paid-for subscription service.

One user, disillusioned with the changes, posted, “What’s the point of @amazon prime if they’re going to start including ads?! Now we have to pay extra money to have it back the way it was?” This sentiment echoes a broader sentiment among subscribers who feel their expectations of an ad-free service are being compromised.

Amazon’s move echoes the shifting landscape of streaming services, with both Netflix and Disney+ introducing ad-supported tiers recently as well.³ The company defends its decision, assuring subscribers that the ad frequency will be notably lower than traditional TV. The average American household has over four streaming service subscriptions and spends about $48 a month on streaming services, so subscription fatigue is palpable.

With costs rising and the commercialization of streaming platforms only increasing, consumers are now reevaluating their subscriptions and asking whether the abundance of choices genuinely enhances their entertainment experience.

While the company seems confident it will retain subscribers, some Amazon Prime members are not. But cancelling your Prime account carries more ramifications than just video services, benefits like quicker shipping, music, reading, gaming, and exclusive deals are also on the table. Only 15% of Amazon Prime members would consider canceling due to ads, and considering how many people pay for prime, Bezos has certainly already had the numbers crunched.

The Amazon Prime Bottom Line

The ad invasion on Amazon Prime Video is a watershed moment that challenges the dynamics of streaming services. While discontent is certainly present, the long-term impact on subscriptions remains uncertain. The industry moves closer and closer to the structure of cable TV again, and the balance between content quality, user experience, and financial sustainability seems to be tipping. Adaptation seems inevitable in this era of digital entertainment.

In the end, the introduction of ads on Amazon Prime Video signals a broader industry shift and hopefully prompts users to reconsider their streaming service subscriptions. The impact of these changes on subscriber numbers and user loyalty remains to be seen, but one thing is certain – the era (and end) of basic, ad-free streaming may be giving way to a new norm of integral advertisement placement, just like old times.

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