The best thing about paying for a streaming service is knowing your viewing won't be constantly interrupted by ads.
However, in the past year or so, many streaming services have been raising their prices, pushing customers to pay extra fees for an ad-free experience.
Now, another major streaming service has announced that it will be running ads during its movies and TV shows - and pretty darn soon!
The streaming giant Amazon Prime Video has announced a start date for ads to roll out within its selection of movies and TV shows.
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Amazon informed its customers in an email that the date announced for this is January 29th 2024, in which 'Prime Video movies and TV shows will include limited advertisements.'
This means viewers who already pay the hefty fee of $139 (£95) per year will see an additional $2.99 (£2.44) a month to ensure ad-free Prime Video.
Amazon said: 'This will allow us to continue investing in compelling content and keep increasing that investment over a long period of time.'
Amazon was the last streaming service to hold off on its ad content, however, has now joined the other streaming giants.
The billion-dollar company first announced the change was coming in September earlier this year, following other major streaming platforms in offering ad-supported tiers.
As a result, Amazon is among the latecomers to the league of streaming giants such as Paramount+ and Max, with Netflix and Disney+ having announced their model changes in late 2022.
Among the likes of its competitors, Amazon is raising its subscription rates across the board, pushing ads onto customers with the, now, cheapest monthly plans. Therefore, leaving ad-free viewing to the committed viewers who can afford the extra fee.
Amazon mentioned that the additional fee for ad-free viewing is optional, assuring customers that they won't have to do anything on their part, stating: 'We aim to have meaningfully fewer ads than linear TV and other streaming TV providers. No action is required from you, and there is no change to the current price of your Prime membership.'
Back in 2022, Amazon introduced a new, free streaming service for movies and TV shows through its channel Freevee, of course with the incorporation of ad-sponsorship.
All content through Freevee will 'continue to include advertising' as normal, Amazon announced.
Starting January 29th, if you want the same ad-free Amazon viewing experience you have today, it'll have to come at an extra cost.