A major change to the Prime Video subscription is taking shape and it will clearly divide subscribers. Amazon will in turn imitate Netflix and Disney+, but not in a good way.
SVOD platforms like Prime Video are constantly evolving and have changed a lot since their launch. The content is more substantial, the interface has been redesigned and unfortunately for the consumer, the prices have increased. Today, Amazon charges its Prime subscription, which all includes a bunch of services, for €69 per year or €6.99 per month. It was the little novelty of the 2022 school year and it was already not good news, even if we can put it into perspective. The prices are always more affordable than those of Netflix and Disney+ for a more complete offer. But the worst is yet to come in 2024.
Prime Video will make you pay a high price
In June, The Wall Street Journal released a scoop that Prime Video subscribers could have done without. According to the famous American daily, Amazon had discreetly started discussions with advertisers to include advertisements in its subscription. Three months later, the giant confirmed the information that ads are coming to Prime Video next year. “To continue investing in compelling content and continue to grow that investment over the long term, starting in early 2024, Prime Video shows and movies will include limited ads” could we read during the announcement.
At the time, the intended duration for advertisements was four minutes per hour. Well it will be a little less according to information from Philippe Bailly, president and co-founder of NPA Conseil. Instead, expect 3.5 minutes of advertising spots per hour, and perhaps not for all content. Unlike its competitors, Prime Video would consider reserving this for its “Amazon Originals”, films and series created especially for the SVOD service.
“Amazon seems to have adopted an aggressive price positioning (CPM set between €25 and €32, rather than the €40 then taken into account), that the advertising load promises to be particularly limited (3.5 minutes) and that the Originals could be the only ones to be monetized, initially at least” (via LinkedIn). And when would this little gift be due? Obviously, the launch would be scheduled for April 10, 2024 in France and almost no one will escape it.
Ads in the Amazon subscription for everyone
Ads land in the Prime Video subscription, and there is no going back. But given that the giant will generate revenue through this, there will necessarily be a cheaper offer? So yes and no, since it’s a bit of the same trick as with Disney+. Currently, all subscribers who pay €6.99 per month or €69 per year will be confronted with these TV spots. There will be no choice… except for those who agree to pay a tax. As previously announced, a $2.99 option, probably €2.99 with us, will be available. But it will automatically come in addition to the basic subscription. To watch Prime Video films and series without advertising, you would then have to pay at least €9.99 per month. It’s starting to feel…