As of January 2021, viewers who subscribe to Amazon Prime Video will have to pay an additional $2.99 each month, if they wish to avoid ads interrupting their streaming experience.
The popular streaming platform, which boasts a range of TV shows, movies, and original content, has recently notified existing customers about the upcoming change. This comes after months of speculation that the tech giant was planning to move away from its ad-free model. The company has yet to announce whether new customers will be asked to pay the extra fee.
The controversial new plan appears to be Amazon Prime Video’s attempt to tap into the lucrative world of targeted advertising. It is expected to enable the streaming service to generate additional revenue and drive more subscriptions. However, it could also have the adverse effect of alienating some of their customers and putting off potential new subscribers.
Amazon claims the $2.99 fee will help pay for content and lower the cost of the monthly subscription. But it is not yet clear how much of the fee will go to content creators and how much will be used to fund the streaming platform’s own operations.
The move has been met with mixed reactions from viewers. Some say Amazon is being greedy by introducing the extra fee and think the extra charge should not apply to existing customers. Others say that considering the huge library of quality content available on Amazon Prime Video, the additional charge is reasonable.
Ultimately, the decision rests with individual Amazon Prime Video customers. Those who wish to continue having an ad-free experience will need to pay the extra fee. For those who are determined to keep their subscription budget to a minimum, the choice is to accept ads or look for an alternative streaming platform.
