Amazon has made a recent announcement, revealing its decision to incorporate “limited advertisements” into the TV shows and movies featured on its popular Prime Video streaming platform. Commencing on January 29, 2024, this strategic move is part of Amazon’s broader initiative to fortify its ability to invest in high-quality and engaging content continually. The introduction of these limited advertisements is seen as a means to sustain the platform’s financial resources, allowing it to further enhance and expand its content library over an extended period.
The forthcoming update is set to roll out initially in the United States, United Kingdom, Germany, and Canada, as outlined in a previous press release. Following this initial launch, France, Italy, Spain, Mexico, and Australia are slated to receive the update later in the year. However, specific timelines for the introduction of this update in other regions, including Africa, have not been disclosed at this time.
“We strive to maintain a notably lower volume of advertisements compared to traditional linear TV and other streaming TV providers,” stated the company in an official release. The announcement assured customers that no action is required on their part, and there will be no alteration to the existing price structure of their Prime membership.
However, for those who prefer an ad-free experience, Amazon is offering an alternative. Customers have the flexibility to opt for an additional $2.99 per month to enjoy uninterrupted streaming without advertisements.
As of now, Amazon Prime is priced at $14.99 per month or $139 annually, while a standalone subscription to Prime Video is available at $8.99 per month. With the new option for ad-free streaming, the updated cost for Prime subscription would be $17.99, and standalone Prime Video would be priced at $11.99 per month.
Across African countries, the Prime Video subscription currently stands at ₦2,300 ($2.3) in Nigeria, KES 560.00 ($3.58) in Kenya, and R79.00 ($4.29) in South Africa. These pricing details reflect the current offerings and potential adjustments associated with the introduction of an ad-free streaming option.
This strategic move comes in response to the notable surge in subscription fees among competing streaming services over the past year. Notably, Netflix experienced a significant price hike, soaring from $19.99 to $22.99 in 2023. Similarly, Apple TV witnessed an increase from $6.99 to $9.99 this year, and Hulu adjusted its pricing from $14.99 to $17.99 within the same period. In response to these escalating costs, streaming platforms like Disney Plus, Hulu, Max, Netflix, and Paramount Plus have opted to incorporate advertisements in their lower-tier subscriptions to accommodate customers facing financial constraints.
Amazon Prime Video, a relatively recent entrant in the African streaming markets, is striving to establish its presence amid competition from established players like Netflix and Showmax. Recognizing the economic realities of the African market, characterized by a lower purchasing power, the introduction of ads on Amazon Prime Video in the region seems a plausible scenario in the near future.
