Prime Video India to Introduce Ads – Viewers Must Pay Extra to Stream Ad-Free

A Big Shift in Streaming: Ads Coming to Prime Video India

Amazon has officially announced a major change for its Prime Video service in India—ads are coming. Starting soon, users will begin seeing advertisements while watching movies and TV shows unless they opt for a paid upgrade. This update aligns India with several global markets where ad-supported streaming models have already been implemented.

To enjoy an ad-free experience, Prime members in India will need to pay an additional ₹699 per year. This fee is over and above the standard Prime membership, which currently costs ₹1,499 annually.

Why This Change?

Amazon says the move aims to "continue investing in compelling content" while keeping Prime affordable. By introducing ads, Amazon can support the rising cost of content production and licensing without raising the base subscription fee for all users.

With a growing library of Amazon Originals, international hits, and regional blockbusters, Prime Video's operating costs have surged. The ad-supported model allows the platform to balance profitability with accessibility, giving users a choice: tolerate ads or pay more to avoid them.

What Does This Mean for Prime Members?

Here's how the new structure breaks down:

• Existing Prime Members (₹1,499/year or ₹299/month) will start seeing ads during streaming.

• To avoid ads, members must pay ₹699 extra annually (roughly ₹58/month), totaling ₹2,198/year for ad-free streaming.

• The ad-free upgrade is optional—you’ll still have access to all Prime benefits like free shipping, Prime Music, and more, even if you don’t opt for it.

What Kind of Ads Will Be Shown?

Amazon promises a “limited number of ads” per hour—fewer than traditional TV commercials. Viewers can expect:

• Ads before and during content (mid-roll ads)

• Short ad slots, often less intrusive

• No ads on rented or purchased titles

• No ads during children's content (as per current policies)

This format mirrors what platforms like Disney+ Hotstar and Netflix have implemented in their ad-supported tiers.

Is India the Only Country Affected?

No. This update is part of Amazon’s global strategy. Countries like the US, UK, Germany, and Canada have already seen similar changes rolled out. In these regions, ad-supported streaming has become a way for companies to offer tiered pricing while expanding their revenue base.

India is one of Amazon’s fastest-growing streaming markets, so it's no surprise the model is being introduced here too.

Impact on Users and Reactions

The announcement has sparked mixed reactions among Indian users. While some understand the need to monetize through ads, others feel frustrated at being asked to pay more for a feature that was previously standard.

Streaming fatigue is also becoming real. With multiple platforms—Netflix, Disney+ Hotstar, SonyLIV, JioCinema, and now Amazon—offering different plans and price points, consumers are beginning to reconsider how much they’re willing to spend on entertainment.

Many viewers might choose to stick with the base plan, accepting occasional ads as a fair trade-off. Others who value uninterrupted viewing may be willing to pay the ₹699 top-up.

How to Upgrade for Ad-Free Viewing

Once the change is implemented, Amazon will notify users via email and in-app messages. To upgrade:

1. Log in to your Amazon account

2. Go to Prime Video Settings

3. Select the “Go Ad-Free” option

4. Pay ₹699 for the 12-month upgrade

The upgrade will apply to all devices linked to your Prime account.

The Bigger Picture: Monetizing Content in the OTT Era

As competition in India’s OTT (over-the-top) streaming market heats up, platforms are exploring new ways to stay profitable. Content creation and acquisition are expensive, and as demand for original, high-quality content rises, companies need more sustainable revenue streams.

Ads offer that opportunity, especially in a market like India where price sensitivity is high. By allowing users to choose between a free (with ads) and paid (ad-free) experience, Amazon is catering to a wider audience base.

Final Thoughts: A Small Price for Personal Choice

Whether you decide to pay the ₹699 upgrade or not, one thing is clear: Prime Video is evolving. The platform is giving you a choice—either continue enjoying rich content with some ads, or pay a modest amount to remove them altogether.