Amazon has set the date for when it will introduce ad breaks to streaming content on Prime Video: Jan. 29.
In an email to Prime subscribers on Tuesday, Amazon said the addition of limited advertisements during Prime Video movies and TV shows will allow the company “to continue investing in compelling content and keep increasing that investment over a long period of time.”
Amazon first announced the change was coming on Sept. 22, as it followed other streaming platforms such as Disney+, Netflix and Max, in offering ad-supported tiers. Netflix resisted advertising for years before finally caving as subscriber numbers dropped, adding a $7 ad-supported tier last last fall.
“We aim to have meaningfully fewer ads than linear TV and other streaming TV providers,” Amazon said in its email. “No action is required from you, and there is no change to the current price of your Prime membership.”
Amazon says it will offer an ad-free option for U.S. Prime members for an additional $2.99 per month. Live event content such as sports — Prime Video is home to “Thursday Night Football” — will continue to include advertising.
Amazon Prime currently costs $14.99 per month or $139 annually. A Prime Video-only membership is $8.99 per month.
