Prime Video India to Add Limited Ads After 9 Years of Ad-Free Streaming

After nearly nine years of ad-free shows and films, Prime Video India will introduce "limited" advertisements beginning June 17, 2025. With this additional revenue, Amazon's video streaming service intends to continue investing in "compelling content."

Prime Video stated in a message to all subscribers that it aims to have "meaningfully fewer ads than TV channels and other streaming services."

The move will have no effect on the current Prime membership fee. However, subscribers can continue to enjoy ad-free streaming by purchasing a "add-on" for Rs 699 per year or Rs 129 per month.

Prime Video India's announcement is not surprising, as it was announced in October 2024, in line with the video streamer's global strategy.

While shows and films have been ad-free, this has not been the case with Amazon's MX Player or live sports streaming in India.

Amazon acquired MX Player in June 2024, and its content is now available on Prime Video. It shows advertisements at regular intervals. This writer saw ads for HUL-owned Minimalist, Dot and Key Skincare, and Kesh King.

India's tour of New Zealand in 2022 was the first live cricket series on the platform to include advertisements, indicating Amazon's entry into live sports streaming in the country.

Airtel Xstream Fiber was the presenting sponsor. The associate sponsors included MPL, Nescafé, Noise, OLX Autos, and Vida. Certain premium brands, including AMFI and DBS, have also invested in advertising.

During the series, video advertisements appeared during overs and other breaks. Advertisements were also broadcast during the pre-match, mid-match, and post-match shows.

Offering ad-supported streaming is a strategic move to increase revenue, as paid subscriptions are no longer enough. Amazon began running advertisements in the US, UK, Germany, and Canada in early 2024.

According to The Hollywood Reporter, Amazon announced at its Upfront presentation that the ad-supported tier of Prime Video now reaches more than 130 million customers in the United States, up from 115 million the previous year.

As India prepares to see advertisements on Prime Video, the platform will compete with other ad-supported video streaming services like JioCinema, Disney Hotstar, SonyLIV, and ZEE5.