Prime Video To Include Ads In Shows, Movies In India From Next Year

As a part of its effort to expand advertising revenue, Amazon Prime Video will begin displaying ads in India from next year.

“…starting in 2025, Prime Video shows and movies will include limited advertisements in India,” the company said in a statement. 

Amazon Prime further highlighted that it’ll have fewer ads compared with TV and other streaming players, adding that it will “also offer a new ad-free option and will share the price of that option at a later date.” 

The move comes as part of Amazon’s strategy to sustain investments in premium content. In March 2024, Prime Video announced its largest-ever India content slate, featuring 69 new and returning original series and films, slated for release over the next two years.

Amazon also clarified that the current Prime membership cost, INR 1,499, will remain unchanged in 2025, and Prime Lite subscribers, who already experience ads on the platform, will not be affected. 

Ads will also remain in live event programming, like sports, while more information about the ad-free option will be communicated to subscribers before its rollout.

Earlier this year, the company launched two cheaper variants of Amazon Prime, to target the diverse audience in India. 

While Amazon India was mulling to launch its quick commerce services in India in the first quarter of next year.

The ecommerce giant is also facing regulatory hurdles in India, with recently Competition Commission of India (CCI) reportedly finding Amazon along with the Walmart-backed Flipkart guilty of violating competition laws. 

The antitrust watchdog has reportedly asked the ecommerce major to share its financial statements, with the amount of fine set to be determined after the CCI’s hearing. 

Notably, Flipkart and Amazon are facing a penalty of up to 10% of their global annual turnover or income.