Prime Video India to Introduce Advertisements from June 17, 2025 — Subscribers Can Pay Extra for Ad-Free Viewing

After nearly nine years of offering an uninterrupted, ad-free streaming experience, Prime Video India will begin rolling out “limited advertisements” starting June 17, 2025. This change aligns with Amazon’s global strategy to introduce ad-supported tiers, as seen in the United States, United Kingdom, Germany, and Canada since early 2024.

In a communication to subscribers, Prime Video emphasized that the new ad-supported model will still feature “meaningfully fewer ads than TV channels and other streaming platforms.”

The base Prime membership pricing remains unchanged, ensuring continued value. However, subscribers who prefer an uninterrupted viewing experience can choose to opt in for a premium add-on plan priced at ₹699 per year or ₹129 per month to maintain ad-free access to all content.

Strategic Move for Content Investment

The decision to introduce advertisements is driven by the need to diversify revenue sources and continue investing in high-quality, original, and regional content. As content production costs rise, ad-supported tiers offer a viable solution for maintaining platform sustainability without placing the entire financial burden on subscribers.

A Precedent Was Already Set

This move was foreshadowed in October 2024 when Amazon confirmed its global rollout plan for ad-supported streaming. While mainstream Prime Video content in India has largely remained ad-free, Amazon has already experimented with advertisements in two key areas:

Live sports: Amazon introduced ads during India’s cricket tour of New Zealand in 2022, marking its entry into sports monetization in India. Presenting and associate sponsors included Airtel Xstream Fiber, MPL, Nescafé, Noise, OLX Autos, Vida, AMFI, and DBS. Ads were played during overs, breaks, and in match-related programming.

MX Player content: Following Amazon’s acquisition of MX Player in June 2024, its content was integrated into the Prime Video platform. MX Player features ads from brands like Minimalist (HUL), Dot and Key Skincare, and Kesh King.

Competing in the Ad-Supported OTT Landscape

With this shift, Prime Video India joins a growing list of OTT players in India that offer ad-supported experiences, including:

JioCinema

Disney+ Hotstar

SonyLIV

ZEE5

All of these platforms operate on hybrid or ad-supported models, attracting major advertisers due to their vast and highly engaged user bases.

Global Model Shows Promise

According to The Hollywood Reporter, the ad-supported tier of Prime Video has grown significantly in global markets, now reaching over 130 million customers in the United States, up from 115 million just a year prior. This validates Amazon’s approach in building a scalable, revenue-generating model while expanding audience reach.

What This Means for Indian Viewers

Ads will appear during films and series starting June 17, 2025.

Prime membership pricing stays the same.

An optional ad-free experience can be retained by paying ₹699/year or ₹129/month as an add-on.

Live sports and MX Player content will continue showing ads, as they already do.

This transition positions Amazon Prime Video to remain competitive, flexible, and profitable in India’s dynamic and high-growth OTT market.

Author: Sania Khan