Amazon Prime Video to Introduce Ads in India Starting 2025

Amazon Prime Video announced on October 15 that it will begin displaying limited advertisements on its shows and movies in India starting in 2025. This strategic move aims to enhance Amazon’s advertising business while maintaining a commitment to providing fewer ads compared to traditional television and other streaming platforms.

In a statement, the company emphasized, “We aim to have meaningfully fewer ads than linear television (TV) and other streaming TV providers.” Alongside this ad-supported model, Amazon will introduce a new ad-free subscription option, with pricing details to be shared later.

Currently bundled with the Prime subscription service at ₹1,499, Prime Video‘s price will remain unchanged despite the introduction of ads. The ad-supported model will not affect Prime Lite subscribers, who will continue to access the full content library on a single device in 720p HD with ads.

Amazon has assured Prime members that they will receive advance notice via email before ads begin to appear, providing information on how to opt for the ad-free subscription if desired. It’s important to note that live event content, including sports, will continue to feature advertising.

This announcement coincides with Amazon’s recent acquisition of MX Player, merging it with its existing ad-supported service, Amazon miniTV, to create Amazon MX Player. This integration is part of Amazon’s broader strategy to bolster its digital advertising revenue in India. The company has reported collaborations with prominent brands like Mamaearth, Realme, and Nissan for ad placements and sponsorships on its platforms.

Amazon’s decision to introduce ads comes amid intensifying competition in India’s video streaming market. In February, Walt Disney announced a merger of its India unit with Reliance Industries, combining the businesses of Viacom18 and Star India. This merger will create one of India’s largest TV and digital streaming platforms, capturing approximately 85% of the country’s streaming audience.

Amazon’s rollout of ads on Prime Video is part of a larger international strategy, set to also expand to markets including Brazil, Japan, New Zealand, and the Netherlands in 2025. The company first announced its intention to include ads in Prime Video in September 2023, following similar moves by competitors like Netflix and Disney+.

In the U.S., Amazon offers an ad-free option for an additional $2.99 per month, while rivals such as Netflix already provide ad-supported plans in multiple markets, garnering approximately 40 million subscribers as of May 2024.

In India, competing platforms like Disney+ Hotstar, Zee5, and Sony LIV currently offer ad-supported plans, highlighting the evolving landscape of the streaming industry.