Advertising comes to Amazon Prime Video


Amazon’s streaming service Prime Video will introduce an advertising from next year, despite telling Mumbrella last October they had “no plans for an ad-supported tier“.

The company announced over the weekend that, from next year, users will have the option to sign up for an ad-supported tier if they wish to, with the price to be announced at a later date.

The current price of Prime membership will not change, an approach different from Foxtel’s Binge, which added ads to its existing ‘Basic’ tier, and introduced a more premium ad-free plan.

Prime Video is also expected to have “meaningfully fewer ads” than linear TV and other streaming TV providers.


The streaming service’s current library houses Amazon Originals series including The Lord of the Rings: The Rings of Power, The Boys, Tom Clancy’s Jack Ryan, Citadel and The Wheel of Time.

It also grants access to 14 Prime video channels, including the likes of Paramount+, hayu, BritBox, MGM, AMC+, Lionsgate+, and DocPlay – many not available anywhere else in Australia.

According to a Kantar survey, Amazon Prime Video was one of the fastest growing Subscription Video On Demand (SVOD) services in the fourth quarter of 2022.

The company’s Originals — including Lord of the Rings: Rings of Power, and The Boys, alongside a variety of TV series or classic films — was increasingly a driver for new sign-ups.

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