Starting June 17, 2025, Amazon Prime Video will take a new turn in India by rolling out limited advertisements during its movies and TV shows — a move that brings it in line with the streaming platform’s global strategy.
For millions of Indian subscribers who’ve grown accustomed to ad-free binge sessions, this is a notable shift. But Amazon assures that it’s all part of a broader plan: to continue investing heavily in content creation and expansion — both in India and globally.
The annual Prime membership will remain priced at Rs 1,499, meaning users will not see an increase in cost for the standard offering — even with ads coming in. However, for those who prefer an uninterrupted viewing experience, Amazon will introduce an ad-free add-on priced at Rs 699 per year or Rs 129 per month. This optional upgrade will be available starting the same day.
Amazon says the inclusion of ads helps it support its expanding content investments, especially in the increasingly competitive streaming market. Prime Video’s lineup includes a mix of original Indian content, international blockbusters, and exclusive series — making it a cornerstone of Amazon’s appeal in India since its launch here in December 2016.
The move also reflects Amazon’s growing emphasis on live sports. With an annual spend of roughly $3 billion on sports broadcasting rights, including for leagues like the NBA and NFL, the company sees ads as a key revenue stream in high-viewership segments like live games.
India joins the list of countries where Amazon is introducing this hybrid model of streaming. The U.S., U.K., Germany, and Canada already saw the ad-supported tier roll out in early 2024, and Brazil, Japan, and the Netherlands are following suit in 2025.
If you’re a casual viewer who doesn’t mind a few ad breaks, not much changes — your subscription stays the same. But if you’re someone who values a completely ad-free experience, you now have the choice to pay a bit more to keep it that way.
Amazon’s latest move reflects a bigger trend in streaming: platforms are finding new ways to fund quality content without putting all the burden on subscription fees. Whether this trade-off works for viewers in India remains to be seen — but it’s clear the streaming landscape is evolving.
