Whether you're watching Reacher or The Summer I Turned Pretty, so far our experience with Amazon Prime has all been the same: ad free.
Unfortunately, that's about to change.
The streaming giant announced back in September 2023 that adverts would soon start appearing in its shows and movies.
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'To continue investing in compelling content and keep increasing that investment over a long period of time, starting in early 2024, Prime Video shows and movies will include limited advertisements,' the company said.
Even though Amazon said it aimed to have 'meaningfully fewer ads than linear TV and other streaming TV providers', the news still made waves on social media.
"That is an L for Prime," one X user moaned, while many others had the same idea: "Slowly, but surely we’re going right back to cable."
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Another joked: "Might as well go back to cable at this point. Will still be able to watch TV if the internet goes out."
So when will ads start appearing?
Prime will include ads beginning on January 29, the company said in an email to US members last week.
The roll-out is starting in the US, with ads starting to appear for UK users from February 5 - countries like Germany and Canada will soon follow.
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There is a way to avoid adverts altogether - but it will set you back an additional $2.99 (£2.99) per month.
The company confirmed users are not required to take any action before the change kicks in, and there would be no change to the current price of a user’s membership – unless they choose to sign up for the ad-free option.
In good news, however, Amazon said the cost of Prime services won't be changing in 2024.
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In the UK currently Amazon Prime costs £8.99 a month and that includes services like next-day and same-day delivery on items. That also includes advert-free listening on its music streaming platform, and you get access to original TV series and films on Prime Video.
In the US Amazon Prime is $14.99 per month.
It's not a hugely shocking move - Amazon is following the dual model set by the likes of Netflix and Disney, that allows them to earn revenue from ads and also offer subscribers the option to opt out with a higher fee.
If you are willing to brave the ads - or shell out for an uninterrupted service - Prime has plenty of blockbuster shows and movies coming out this year.
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Foe - the hotly anticipated sci-fi film starring Saoirse Ronan and Paul Mescal - lands on the service on January 5, while The Boys, Mr & Mrs Smith and Expats are just some of the TV shows we can look forward to.