Amazon has announced that Prime Video will start showing advertisements during movies and TV shows in India starting June 17, 2025. This move marks a significant shift in the streaming giant’s strategy, aiming to balance consumer value with revenue opportunity.
Prime Video subscribers in India will see limited advertisements during their streaming experience, unless they opt for the ad-free plan. The ads will be shown during movies and TV shows, but the exact frequency and duration of the ads are yet to be disclosed.
Amazon will offer a new ad-free option for ₹129 per month or ₹699 per year, allowing users to choose their preferred viewing experience. This move gives users the flexibility to decide whether they want to watch ads or pay a premium for an ad-free experience.
Industry experts have shared their thoughts on the move, with some believing it will be met with mixed reactions. While value-conscious consumers may accept ads, premium-paying users may opt for the ad-free experience.
The introduction of ads on Prime Video is expected to open up a fresh stream of advertising inventory, potentially generating significant revenue for the company. Amazon’s unique advantage in linking content with commerce will allow brands to leverage its rich data for smarter targeting.
The success of the new strategy will depend on how Amazon balances ad frequency and implements skip options. Additionally, the company needs to ensure that the value proposition remains favorable to Indian consumers, who have increasingly diverse streaming options.
As Amazon Prime Video introduces ads in India, users will have to decide whether they prefer the ad-supported tier or the ad-free option. With this move, Amazon aims to strike a balance between revenue generation and user experience, setting a new precedent in the streaming industry.
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