Amazon Prime Video’s Ad-Free Plan Price Increase
▼ Summary
– Amazon Prime Video is raising the price of its ad-free plan in the US from $2.99 to $4.99 per month starting April 10th.
– The new ad-free tier, called “Prime Video Ultra,” will include exclusive access to 4K/UHD streaming.
– This price increase follows Amazon’s move two years ago to make all users default to an ad-supported plan and charge extra for ad-free viewing.
– The Ultra tier also adds new features, including support for up to five simultaneous streams and up to 100 downloads.
– Amazon states the change funds premium features and aligns with industry practices, while the ad-supported tier retains HD/HDR, Dolby Vision, and live sports.
Amazon Prime Video is adjusting its pricing structure in the United States, introducing a new premium tier and modifying the cost of its commercial-free viewing option. The company has announced that its ad-free subscription plan will see a price increase, moving from $2.99 to $4.99 per month. This change, effective April 10th, accompanies the rebranding of this tier to “Prime Video Ultra” and brings with it several enhanced features designed to justify the higher cost.
This move follows a broader industry shift that began two years ago when Amazon transitioned all Prime Video users, including those who receive the service as part of their standard Amazon Prime membership, to an ad-supported model. At that time, the company introduced an additional fee for viewers who wished to avoid commercials. The latest adjustment further refines this strategy by consolidating premium benefits into the paid ad-free option.
The newly christened Prime Video Ultra tier offers subscribers more than just the absence of advertisements. Key upgrades include exclusive access to 4K and UHD streaming quality, a significant expansion in the number of simultaneous streams allowed from three to five, and a major boost in offline downloads, increasing from 25 to 100 titles. Furthermore, the plan now supports Dolby Atmos audio, enhancing the overall home theater experience for viewers.
In a statement explaining the decision, Amazon pointed to the substantial investment required to develop and deliver these high-end features. The company suggested that this pricing model brings its service more in line with the structures adopted by other leading streaming platforms in the market. It represents a clear effort to segment its user base, offering a basic, ad-supported experience for casual viewers while creating a more lucrative premium product for dedicated entertainment enthusiasts.
For customers who choose to remain on the standard, ad-supported tier, several core benefits will stay in place. These members will continue to have access to high-definition and HDR streaming, Dolby Vision support, and a wide selection of live sports content. The changes appear focused on incentivizing an upgrade for users who prioritize the highest possible video quality, greater household flexibility, and a completely uninterrupted viewing session.
(Source: The Verge)
