After nearly a decade of offering ad-free entertainment, Prime Video India will begin streaming shows and movies with “limited” advertisements starting 17 June 2025. This shift aligns with Amazon’s global strategy, first announced in October 2024, and is aimed at driving revenue to fund fresh and engaging content.
Subscribers were notified that the platform intends to maintain “significantly fewer ads than traditional TV and competing streaming services.” Importantly, this change won’t impact the current cost of Prime membership. However, those who prefer uninterrupted viewing can opt for an ad-free experience through an additional subscription priced at ₹699 annually or ₹129 monthly.
While Prime Video’s main content library has been ad-free, this hasn’t extended to live sports and MX Player content. Amazon acquired MX Player in June 2024, integrating its ad-supported catalog into Prime Video. Users have already encountered brand promotions from names like Minimalist, Dot and Key, and Kesh King.
Amazon’s advertising debut in Indian live sports dates back to the 2022 India-New Zealand cricket series. That event featured sponsored segments and commercials during game breaks, supported by brands like Airtel Xstream Fiber, MPL, Nescafé, and OLX Autos.
Globally, Amazon rolled out ad-supported streaming in 2024 across the US, UK, Germany, and Canada. As of 2025, the service reportedly reaches over 130 million users in the US.
With this move, Prime Video India enters a competitive space, facing platforms like JioCinema, Disney+ Hotstar, SonyLIV, and ZEE5.
