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Amazon Prime Video in India to get ads starting in June
Amazon Prime Video will introduce ads in India starting June 17, following previous implementations in other countries. As part of the rollout, a new ad-free add-on is available for 699 INR annually or 129 INR monthly. This strategy echoes similar ad-supported plans from Netflix and Disney+, aiming to boost revenues with the growing viewing audience.
Key points
- 1. Amazon Prime Video in India will have ads from June 17.
- 2. This rollout comes after similar introductions in the U.S., U.K., Germany, and Canada.
- 3. Prime members in India have been informed via email about these 'limited advertisements'.
- 4. An ad-free add-on will be available for 699 INR/year or 129 INR/month.
- 5. The introduction in India follows a $3 monthly ad-free option made available in the U.S. last year.
- 6. Amazon's ad-supported approach in the U.S. reportedly secured over $1.8 billion in ad spending commitments.
- 7. More than 130 million U.S. viewers now watch Prime Video with ads, an increase from 115 million previously.
- 8. Amazon also offers MX Player in India, which features ads to generate additional revenue.
Why it matters
- The introduction of ads aligns with the broader trend of streaming platforms adopting ad-supported models in response to rising content costs.
- In 2023, many streaming services, including Netflix and Disney+, have deployed ad-supported plans to enhance subscriber acquisition strategies.
- Amazon's initial strategy in the U.S. is leading to a global rollout, indicating a potential shift in consumer expectations for premium content access.
Amazon's strategy to introduce ads on Prime Video in India signifies a growing trend in the streaming market, aligning with consumer demand for both subscription flexibility and cost-effective viewing experiences, reflecting an evolving digital entertainment landscape.