Amazon Prime Video Changes in 2024: What UK Viewers Need to Know

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In 2024, UK viewers of Amazon Prime Video will encounter some notable changes to the service. Understanding these updates is essential for subscribers to make informed decisions about their streaming options.

Introduction of Advertisements

Amazon Prime Video will start including ‘limited’ advertisements in its content from early 2024. This development introduces a significant change from its previous ad-free experience, aligning it with trends seen in other streaming services.

Pricing and Subscription Options

Currently, Amazon Prime Video is part of the broader Amazon Prime subscription, priced at £7.99 per month or £79 per year in the UK. There’s also a standalone option specifically for Prime Video at £5.99 per month.

With the new changes, the existing price of Amazon Prime memberships, including Prime Video, is not expected to change immediately. However, for those preferring to avoid advertisements, Amazon plans to offer an ad-free version at an additional cost. The specific price for UK users to eliminate ads has not been disclosed yet.

Impact on Content

The change will apply to a variety of content on the platform, including TV shows, movies, and potentially live sports broadcasts, which typically already include advertising.

Context within the Streaming Industry

This move comes amid a broader industry trend where streaming services are exploring ad-supported models. Competitors like Disney+ and Hulu have increased prices for their ad-free plans, while new platforms are offering varied subscription models with and without advertisements.


The introduction of advertisements to Amazon Prime Video marks a pivotal shift for UK subscribers. It’s essential to stay updated on these changes to understand how they might impact your viewing habits and subscription costs.


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