Starting next year, Amazon Prime Video viewers in India will experience advertisements during their shows and movies, as the streaming giant adapts its business model to fund its growing content investments in the highly competitive Indian market.
Amazon’s decision to introduce ads marks a strategic shift, aligning with the platform’s plans to remain at the forefront of India’s rapidly expanding streaming sector. However, the company has assured viewers that the ad load will be significantly lighter compared to other streaming services and TV channels. In a statement released on October 16, Amazon emphasized its commitment to maintaining a “meaningfully fewer” ads experience.
For those looking to maintain an uninterrupted viewing experience, Amazon will offer an ad-free subscription option. However, the pricing details for this premium service have not yet been disclosed. This move provides flexibility to subscribers, allowing them to choose between cost-effective plans with ads or a higher-priced, ad-free viewing experience.
Amazon’s new model comes at a time when the competition in India’s digital entertainment market is reaching new heights. Rivals like Reliance’s JioCinema are attracting users with low-cost subscriptions, offering services for as little as a penny per day. With a population of 1.4 billion and a growing demand for digital content, the Indian market offers massive growth potential.
Despite scaling back investments in other regions, Amazon continues to heavily invest in India, recognizing its importance as a key growth market.
Key Highlights:
- Amazon Prime Video will introduce ads in India starting in 2024.
- Ads will be shown during shows and movies but with fewer ads compared to other platforms.
- An ad-free subscription will be available, though pricing details are still unknown.
- Amazon’s decision comes as competition in India’s streaming sector intensifies.