Amazon Prime Video, one of India’s most popular OTT platforms, is set to introduce “limited advertisements” on its movies and TV shows starting June 17, 2025. This move, which follows an eight-month notice period, is part of Amazon’s global strategy to invest more in premium content while giving marketers a chance to reach a wider audience.
New ‘Ad-Free’ Add-On Option for Indian Users
To address concerns about ads disrupting the viewing experience, Amazon will launch a new “ad-free” add-on for Prime Video users. This optional upgrade will cost INR 699 per year or INR 129 per month. Existing Prime members who want to continue enjoying uninterrupted streaming will need to opt for this add-on, while all other Prime benefits (like free delivery and Prime Music) remain unchanged.
Why Is Amazon Introducing Ads on Prime Video?
Amazon says the introduction of ads will help them “increase investments in content over a long period of time.” The company has also assured users that the number of ads will be “meaningfully fewer” than what’s seen on traditional TV channels and even some other streaming platforms.
This model is already live in the US, where Amazon claims its ad-supported Prime Video service reaches about 130 million customers monthly. The expansion to India, Brazil, Japan, the Netherlands, and New Zealand is part of a broader global rollout.
Indian Subscribers React: Mixed Feelings and Social Media Buzz
The announcement has sparked a lively debate among Indian users. Many have taken to social media to express their displeasure, questioning the value of a paid subscription if ads are still present. One X (formerly Twitter) user wrote, “What’s the point of subscription when I am seeing ads? Is paying for Prime per year not enough? Absolute mockery of consumers.”
How Does Prime Video’s New Plan Compare to Other OTT Platforms?
Amazon’s move comes at a time of intense competition in India’s OTT landscape:
JioHotstar (the merged entity of JioCinema and Disney+ Hotstar) offers both ad-supported and premium ad-free plans, with mobile plans starting at INR 149 for 3 months.
Netflix has stuck to ad-free plans in India, but globally, it has experimented with ad-supported tiers.
Zee5 and Sony LIV also provide ad-supported subscription options for budget-conscious users.
Amazon’s “ad-free” add-on is competitively priced, but the base Prime subscription (which includes ads from June 17) remains unchanged.
Amazon’s Broader Strategy: More Content, More Choices
Amazon’s decision is not entirely new for Indian audiences. The company already offers ad-supported content through Amazon miniTV (within the shopping app) and recently acquired assets of MX Player, another ad-supported streaming service.
By introducing ads on Prime Video, Amazon hopes to fund more original series and blockbuster movies, promising a richer content library for Indian viewers in the long run.
What Should Indian Prime Video Users Do?
If you want an ad-free experience: You’ll need to pay an additional INR 699/year or INR 129/month on top of your regular Prime subscription.
If you’re okay with limited ads: No action needed-your current Prime Video access continues, just with some ads starting June 17.
The Bottom Line: OTT Viewing in India Is Evolving
As streaming platforms look for sustainable ways to invest in content, ad-supported models are becoming the new normal-even for paid subscribers. For Indian viewers, this means more options, but also more choices to make about how much they’re willing to pay for an uninterrupted experience.