Amazon Prime Video is going to annoy a good few people come the start of next week.
The industry giant is set to introduce massive changes to its on-demand film and TV offering and we're sure it wont go down too well with everyone.
It comes as Prime Video has become a must-have for many due to its live Premier League fixtures as well as killer TV shows like The Boys and Reacher.
But will it be enough come next week when the dreaded advertisements are introduced.
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Amazon says that the adverts are needed so as to 'allow us to continue investing in compelling content and keep increasing that investment over a long period of time'.
The price wont change if you accept adverts.
But want to keep up with an ad-free experience? Expect to cough up.
We're talking another £2.99 a month, or almost £36 a year.
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The change has already come in in the US and Canada having been introduced at the end of January.
In the UK, adverts will be introduced to Amazon Prime Video from Monday, 5 February.
Amazon said: "We aim to have meaningfully fewer ads than linear TV and other streaming TV providers."
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It comes as no surprise that subscribers are a little miffed at the move with it enough for some to axe their subs altogether.
One said: "Prime Video now has ads? Why are you so greedy?
"I'm disappointed. It's a paid subscription service, and I expect and add free experience."
Another posted: "That's Amazon Prime cancelled. Not paying to watch adverts."
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A third wrote: "We already pay for your c**p through our Amazon Prime subscription, so why should we pay to get rid of adverts? In your dreams! Come 5 February I will not be watching you ever again."
In an email to customers, Amazon wrote: "Prime Video movies and TV shows will include limited advertisements.
"This will allow us to continue investing in compelling content and keep increasing that investment over a long period of time.
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"We aim to have meaningfully fewer ads than linear TV and other streaming TV providers.
"No action is required from you, and there is no change to the current price of your Prime membership."
Amazon's venture in to advertising isn't ending here with the scheme to be rolled out across Australia, Mexico, Italy, France, and Spain by the end of the year.
The streaming giant is following in the footsteps of rival Netflix, which introduced an advert-supported 'Basic' tier back in November 2022. It currently costs £6.99 a month.
Disney+ also has ads with them first introduced into the UK back in November 2023.
It gives precedent to the idea that the reason why some are so upset about it is that Amazon Prime Video remained the last big player not to have ads, and as such people clung to it. Alas.
Topics: Amazon, Cost of Living, Money, TV and Film, Amazon Prime
Tom Earnshaw