Amazon Prime Video introduces AvoD model: ‘Limited Ads’

Amazon Prime Video introduces AvoD model: ‘Limited Ads’

The introduction of these ‘limited advertisements’ is reportedly scheduled to commence on February 5 for customers in the UK and Germany, and on January 29 for users in the United States.

Amazon aims to provide viewers with ‘meaningfully fewer ads’ compared to ad-supported TV channels and other streaming providers. The monthly subscription fee for Amazon Prime in the UK will continue at £8.99, with no planned increase, unless users choose the ad-free option.

On September 22, in an update on Prime Video, the company stated in a blog post, “To continue investing in compelling content and keep increasing that investment over a long period of time, starting in early 2024, Prime Video shows and movies will include limited advertisements.:

“We aim to have meaningfully fewer ads than linear TV and other streaming TV providers. Ads in Prime Video content will be introduced in the US, UK, Germany, and Canada in early 2024, followed by France, Italy, Spain, Mexico, and Australia later in the year. No action is required for Prime members.

“We’re not making changes in 2024 to the current price of Prime membership. We will also offer a new ad-free option for an additional £2.99 per month for US Prime members and will share pricing for other countries at a later date. We will email Prime members several weeks before ads are introduced into Prime Video with information on how to sign up for the ad-free option if they would like,” the company stated.