In a move that aligns with global trends in streaming services, Amazon Prime Video has announced a significant change for its Indian user base: subscribers will soon be required to pay an additional fee to continue enjoying content without advertisements.

The new pricing structure, which is expected to roll out in the coming weeks, marks a shift from the current model where all Amazon Prime members receive ad-free access to the platform's entire video library as part of their membership. Under the revised policy, Prime Video will begin inserting “limited ads” into its content for all standard Prime members, unless they opt for a new premium tier.

New Tiered Pricing Structure

While Amazon has yet to announce the exact price of the ad-free upgrade in India, industry insiders suggest that it will mirror the model recently introduced in the United States, where users are charged an additional monthly fee for uninterrupted viewing. Analysts anticipate the premium ad-free tier in India could be priced between ₹100 and ₹200 per month on top of the existing Prime membership fee of ₹1,499 per year.

Existing subscribers will be notified about the changes via email and in-app messages. The rollout is expected to begin in a phased manner starting late May or early June.

Reason Behind the Change

Amazon has stated that the introduction of ads will help the company continue investing in “compelling and high-quality content,” including original series, films, and regional programming. The streaming giant has heavily invested in India in recent years, producing popular shows like The Family Man, Mirzapur, and Made in Heaven, while also acquiring exclusive streaming rights to major Bollywood and South Indian films.

A company spokesperson said, "Our goal is to provide customers with choice. With the introduction of a low-ad experience and an optional ad-free plan, we are ensuring accessibility while enhancing content investment."

Market Reaction and Consumer Sentiment

The move is receiving mixed reactions from Indian consumers. While some acknowledge the need for revenue to maintain content quality, others have expressed frustration at having to pay more for a feature that was previously included. Social media platforms have seen a flurry of responses, with many users debating whether the added cost is justified.

Experts say the move could prompt increased competition among Indian streaming platforms, including Netflix, Disney+ Hotstar, and JioCinema, many of which are also experimenting with ad-supported models.

“India is a price-sensitive market, and while users value content, any shift in pricing has to be carefully executed,” said Neha Kapoor, a media analyst at MediaTech Insights. “Amazon will need to ensure that the value proposition remains strong to prevent churn.”

What’s Next for Prime Members?

Subscribers who do not wish to pay extra will still retain access to all video content, but with short ad interruptions — similar to what is seen on television and other free platforms. Live sports content, like international cricket matches and ATP tennis, is expected to continue with ads for all users, as has been the case.

This change places Amazon Prime Video in the growing cohort of global streaming platforms that are diversifying their monetization models. With content costs rising and profitability becoming a key focus for tech companies, the ad-supported model is increasingly being seen as a sustainable way forward.

As India remains one of the fastest-growing markets for digital entertainment, how consumers respond to this shift could set a precedent for other platforms navigating the balance between user satisfaction and financial viability.