Amazon Prime Video has announced that it will start showing limited advertisements during movies and TV shows for subscribers in India, beginning June 17, 2025. The move aligns with the company’s global push towards ad-supported streaming, which has already seen success in the United States.
In an email sent to Indian subscribers on Tuesday, the platform said the change is aimed at helping Amazon invest more in high-quality content and continue growing its entertainment library. “This will allow us to continue investing in compelling content and keep increasing that investment over a long period of time. We aim to have meaningfully fewer ads than TV channels and other streaming services,” the email stated.
Starting June 17, Prime Video subscribers in India will start seeing ads while watching movies and TV shows. However, Amazon has promised that the ad load will be lighter than what viewers typically experience on traditional TV or other streaming platforms.
Importantly, Amazon Prime membership prices will remain unchanged. This means current subscribers don’t need to take any action to continue enjoying their benefits, including free shipping, exclusive shopping deals, and music and video streaming.
For those who prefer an uninterrupted viewing experience, Amazon is offering an ad-free upgrade for an extra Rs 699 per year or Rs 129 per month. This optional add-on will also be available from June 17. This gives viewers a choice either stay with the standard Prime plan and watch a few ads or pay a little extra to skip them entirely. “No action is required from you, and there is no change to the current price of your Prime membership,” Amazon clarified in its message.
The decision comes as Amazon tries to balance its content investment strategy with revenue growth. By adding a new advertising tier, the company can earn more from brands while keeping the base subscription price affordable for users.
This strategy has already shown strong results in other markets. According to media reports, Amazon’s ad-supported Prime Video service in the U.S. gained over 130 million users in its first year a sharp increase from the 15 million who initially joined in 2024. These numbers suggest that while some users are open to ads in exchange for lower costs, others are willing to pay a premium for an ad-free experience.
Amazon confirmed that nothing else will change about your Prime membership. Subscribers will continue to enjoy fast and free deliveries, Prime Music, exclusive deals, and access to Prime Reading, among other perks. Only the video streaming section will introduce ads unless the ad-free upgrade is selected.
Amazon is not alone in introducing ad-supported tiers. Other major platforms like Netflix, Disney+ Hotstar, and HBO Max have also moved toward similar models, reflecting a larger industry trend. As production costs rise and subscriber growth slows, streaming platforms are looking for new revenue streams, and advertising is becoming a popular solution. Still, how Indian audiences respond to ads on a previously ad-free service remains to be seen. Amazon is betting that the flexibility of choice, with or without ads, will keep users happy while supporting its long-term plans for original programming and content licensing.
About Amazon Prime Video
Amazon Prime Video is one of India’s leading OTT streaming platforms, offering thousands of movies, TV shows, and original series across genres and languages. It is part of the Amazon Prime subscription, which also includes shopping benefits, music streaming, e-books, and more. With a growing focus on Indian content and global expansion strategies, Prime Video continues to evolve its offerings to stay competitive in a crowded digital entertainment landscape.