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Amazon The company announced Friday that it is increasing the price of its ad-free Prime Video service in the U.S. by $2 a month.
Starting April 10th, the service will cost $4.99 per month instead of $2.99. As part of the price increase, Amazon announced that it would rebrand its ad-free slot as “Prime Video Ultra” and add features to the subscription, including the ability to watch content on five devices simultaneously, up to 100 downloads, and 4K streaming.
“Ad-free streaming delivery with premium features requires significant investment, and this structure allows customers the flexibility to choose how they watch while working with other major streaming services,” the company said in a blog post.
Amazon introduced advertising to its Prime Video streaming service for the first time in 2024. Customers who want to watch shows and movies without ads will have to pay an additional monthly fee. This includes members of Amazon’s Prime program, who pay $139 a year for a subscription service.
When Amazon started charging users extra for ad-free streaming, analysts wondered if it would cause Prime members to abandon their subscription fees. The move prompted some Prime Video subscribers to file a class-action lawsuit, which was dismissed last year.
Amazon announced that the number of Prime members continues to grow. Prime Video continues to average more than 315 million ad-supported viewers worldwide, up from 200 million as of April 2024, the company said in its earnings call last month.
According to Amazon’s latest annual report, advertising revenue in 2025 will increase 22% from the previous year to $68.6 billion. Amazon lags in third place in the digital advertising market google and meta.
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