Amazon has officially announced that Prime Video users in India will start seeing advertisements during movies and TV shows from June 17, 2025. This marks a significant shift in the streaming experience for Indian subscribers, who have enjoyed an ad-free viewing experience as part of their standard Prime membership until now.
The base price of Amazon Prime membership, which includes Prime Video access, will remain unchanged. However, to continue enjoying an ad-free experience, users will now have to pay an additional Rs 699 per year. Amazon clarified that this add-on is optional and only applies to those who prefer uninterrupted streaming.
The company stated that the inclusion of ads is aimed at supporting “continued investment in compelling content.” With rising production costs and growing competition in the streaming industry, Amazon appears to be following a broader industry trend of hybrid monetization models combining subscription fees with advertising revenue.
Amazon has promised that the ads will be “limited” and significantly fewer in volume compared to traditional TV broadcasts or even other streaming platforms with ads. This model was first introduced in the United States and select global markets in 2024 and is now being expanded to India, one of Amazon’s fastest-growing markets.
Industry experts see this move as a way for Amazon to balance profitability and content expansion while still offering consumers flexibility. For many, the Rs 699 annual fee — roughly Rs 58 per month may seem like a reasonable trade-off for uninterrupted viewing, especially for avid streamers.
This transition also places Prime Video in line with other platforms like Disney+ Hotstar and Netflix, which already offer ad-supported and premium ad-free tiers.
For existing users, the shift will require a decision: continue with the base plan and adjust to limited ads or pay the premium to retain an uninterrupted experience. Either way, Prime Video’s upcoming changes reflect a broader evolution in how digital entertainment is delivered and monetized in India.
