Amazon Prime Video is set to introduce advertisements in its streaming service starting in 2025. For users who prefer an ad-free experience, Prime Video will roll out an ad-free subscription option, with the pricing details to be revealed at a later date.

However, the company assured its current Prime members that there will be no changes to the existing price of Prime membership in 2025.

The streaming giant said in a blog post that while ads will be integrated into its shows and movies, the ad load will be limited, with “meaningfully fewer ads than linear TV and other streaming providers.”

Customers will receive email notifications weeks before the ads are introduced, allowing them to upgrade to the ad-free plan. Prime Lite subscribers will remain unaffected by these changes and continue enjoying access to the platform’s full content library with ads in 720p HD resolution on a single device.

Netflix’s ad-supported plan is also taking off, with global monthly active users skyrocketing to 40 million, a huge leap from five million just a year ago. Since its launch in November 2022, the plan has gained serious traction, now accounting for 40% of all new sign-ups in countries where it’s available. However, the company has not introduced the plan in India.

In India, Disney+Hotstar offers ad-supported viewing for its Mobile and Super plans.

Earlier this year, a survey revealed that 66% of Indian consumers prefer lower fees in exchange for watching ads.

Also Read: Netflix subscriber additions likely slowed, growth strategy in focus