Starting next year, viewers of Amazon Prime Video in India will experience advertisements during shows and movies as the streaming giant looks to fund content investments in the highly competitive Indian market. This move marks Amazon’s latest strategy to stay ahead in India’s rapidly growing streaming sector.

While ads will soon become part of the Prime Video experience, Amazon assures its viewers that the ad load will be significantly lighter compared to other streaming services and TV channels. “Meaningfully fewer” ads will be shown, the company said in a statement released on October 16, adding that it is committed to long-term content investments.

For those seeking an uninterrupted viewing experience, Amazon will offer an ad-free option, though pricing details for this service are yet to be revealed.

Amazon’s decision comes at a time when competition in India’s entertainment market is fiercer than ever. With India’s 1.4 billion population and increasing demand for digital content, services like Reliance’s JioCinema are enticing users with incredibly low-cost subscriptions, offering content for as little as a penny per day.

Despite cutting back in other markets, Amazon continues to heavily invest in India due to its massive growth potential.