Users React to Ads on Prime Video in the UK

Ads on Prime Video have finally arrived in the UK, and some subscribers are not happy about the change.

Amazon Prime began rolling out commercials on its streaming platform last week, allowing ads to play at the start of each subscriber's viewing session.

The new feature will automatically apply to Prime users' current subscription plan. To have an ad-free experience, users must pay an additional $2.99 a month, bringing up monthly subscription prices from $8.99 and $14.99 to $11.98 and $17.98, respectively.

While Amazon's move follows the likes of Netflix and Disney, the tech giant claims its streaming service will aim to have “meaningfully fewer ads than ad-supported TV channels and other streaming TV providers."

Despite this, Brits expressed their disappointment over the addition of commercials. 

They have some nerve. Annual subscription costs $160, yet the sports streaming is ALWAYS buffering, packages don’t come in 2 days anymore, NOW they’re incorporating ads?? This is like paying for cable all over again but more expensive

— MNMster (@eminemster411) February 5, 2024

"So @PrimeVideo now has ads for shows and movies. Honestly, this makes me NOT want to buy whatever the ad is selling," one X user wrote in a post.

Another user claimed experiencing multiple ad breaks throughout one episode of Vikings.

Prime Video is a joke now. 1 episode of Vikings = 3 or 4 ad breaks. Not a chance in hell I’m paying extra for something they gave us free for multiple years.

— Scott (@DellarScott) February 5, 2024

As users aired out their preference for ad-free streaming, analysts predict that the move could bring in an estimated $5 billion in ad revenue for the tech giant annually.

Additionally, some predict that a third of Prime Video's subscribers will opt for the ad-free option, providing Amazon with yet another revenue stream. 

Editing by Katherine 'Makkie' Maclang