Amazon on Thursday announced that Prime Video subscribers will encounter commercials in films and TV shows starting early next year unless they pay an additional £2.99 for an ad-free experience.

The introduction of "limited advertisements" in streaming content is set to begin on February 5 for customers in the UK and Germany, and on January 29 for Prime Video users in the US. It was not immediately clear when it would be launched in India.

Amazonassures viewers of "meaningfully fewer ads" compared to ad-supported TV channels and other streaming providers. Amazon Prime's monthly subscription fee remains at £8.99 in the UK, with no planned increase unless users opt for the ad-free option.

Netflix also launched its AvoD modelin a few countries at the end of 2022. It is yet to be rolled out in India though.

This move follows industry trends as streaming giants adapt business models post-pandemic to enhance profitability.