Mar. 18 at 4:56 PM
$AMZN is upping the cost of Prime Video’s ad-free viewing tier by +67%. 4K resolutions, previously available with a standard ad-free plan, are now exclusive to its new premium tier.
Amazon’s ad-free sub tier will be rebranded to Prime Video Ultra & will now cost
$4.99/month, up from the current
$2.99, on top of the cost for an annual Prime membership.
Changes will take effect on April 10 for US subs.
Basic Prime memberships will include ads; 1080p Dolby Vision will be restored after its removal in 2024
Prime Video’s restructuring follows industrywide moves to push more users toward ad-supported tiers & boost ad revs as the streaming ecosystem becomes more competitive
BLS: Streaming prices overall grew by nearly +20% in FY25
Verge: Avg cost of ad-free streaming increased +78% b/n 2020-2025