In a significant shift, Amazon has announced the introduction of advertisements on its Prime Video streaming service, starting today. Subscribers, who already shell out $139 annually for Amazon Prime, will now experience limited ads during their movie and TV show binges. To maintain an ad-free experience, users now have to pay an additional $3 per month, on top of their existing $139 yearly Prime membership.

The move comes as a departure from the era of ad-free streaming, with Amazon following in the footsteps of major players like Netflix, Disney+, Max, and Paramount+, all of which have embraced ads in recent years. In an email to Prime members last month, Amazon informed users that starting January 29, Prime Video content would include limited advertisements.

While Apple TV+ remains an exception with its ad-free model, it’s also one of the smallest players in the streaming arena, boasting just 25 million subscribers compared to Prime Video’s massive 200 million user base. Apple TV+ benefits from being bundled with Apple TV, allowing it to function as a perk rather than a standalone profit-driven service.

The streaming landscape, once hailed as a cable alternative with low-cost subscriptions for premium, ad-free content, is undergoing a transformation. As prices rise and advertisements become commonplace, streaming services are slowing down their investment in new content. Netflix, for instance, produced 130 fewer shows in 2023 compared to the previous year.

Will you be paying the extra $3 per month to keep your Amazon Prime Video service ad-free? Let us know in the comments!