Experts have been saying for some time now that OTT platforms are looking more and more like linear TV or what they describe as the ‘linearisation of streaming’ — including dropping weekly episodes as on cable TV of yore to carrying ads in between shows.

So, it wasn’t much of a surprise when Amazon Prime Video yesterday told its Indian subscribers via a mail that said the service would start carrying advertisements from June 17 as part of a global initiative that began last year.

The mail from Prime Video, which was reviewed by Indianbroadcastingworld.com, stated: “We are writing to you today about an upcoming change to your Prime Video experience. Starting June 17th, 2025, Prime Video movies and TV shows will include limited advertisements.

“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. No action is required from you, and there is no change to the current price of your Prime membership.”

So, what happens to those consumers who had already subscribed to the annual top-tier package of Rs. 1,499? Will they also have to see ads during shows on  Prime Video in India? The answer is yes. Unless one takes a new subscription at a higher cost.

The streamer clarified that it will offer a new ad free add-on option for an additional Rs. 699 per year/Rs129 per month, starting June 17. So, it would work out to an enhanced annual subscription (for example, Rs. 1,499+699) to continue enjoying ad free service.

It also said that irrespective of ad-free package’s subscription, Amazon MX Player content on Prime Video will continue to air ads as done presently

There will be no other changes to the Prime membership, which includes a wide range of shopping, savings and entertainment benefits.

Prime Video’s ad-supported monthly audience has reached more than 130 million in the USwith engagement increasing to 37 percent in monthly viewing hours.

While the Indian consumers of Prime Video woke up to changes in their viewing norms on the platform, the streamer also unveiled an exciting lineup of global content at its annual upfront presentation on May 12 at the Beacon Theatre in New York City.

These announcements included new series, movies, documentaries, and show renewals.