Prime Video Faces Subscriber Backlash Over New Ad-Supported Model
Amsterdam, Netherlands – A wave of frustration is building among Prime Video subscribers following the platform’s implementation of mandatory advertisements, even for paying members. Launched at the end of August, the new system requires viewers too pay an additional €2.99 per month to eliminate interruptions, sparking outrage and even legal challenges.
The shift marks a significant departure from the original promise of streaming services as ad-free alternatives to customary television.While Amazon asserts its ad load is lighter than that of free-tier music streaming services like Spotify,many customers feel betrayed by the change,viewing it as a degradation of the service they already fund. The controversy highlights a growing tension between streaming platforms seeking increased revenue and subscribers demanding value for their money, potentially reshaping the future of on-demand entertainment.
subscribers have voiced their discontent across social media and consumer forums. “They’re showing me ads for things I already pay for! It’s unbelievable,” one Dutch subscriber told local media. Another reported being shown an advertisement mid-movie,prompting an immediate decision to turn it off. On Reddit, users expressed similar sentiments, with some threatening to cancel their subscriptions altogether. A subscriber in the UK told The Sun they cancelled their Prime membership the same day they encountered their first advertisement.
The discontent has escalated to legal action. A Dutch subscriber has filed a complaint against Amazon, alleging “unfair and unethical practices.” A similar case in the United States ended with a ruling in Amazon’s favor, as the court determined the existing contract allowed for the inclusion of advertisements.
Netflix introduced an ad-supported tier in 2022 while maintaining ad-free standard plans, but Prime Video has taken the opposite approach: ads for all, with an upcharge for removal. The critical question now is how many subscribers will except the new model,and whether the backlash will force Amazon to reconsider its strategy.
