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Amazon to put ads on Prime Video frustrating Aussie customers: ‘Pay more or suffer’

Prime Video customers will need to cop a $2.99 per month fee if they want to continue watching ad free.

Amazon Prime Video customers in Australia will soon see advertisements on the streaming platform. That’s unless they want to pay an extra fee.

The streaming giant told customers it would automatically start showing “limited advertisements” during TV shows and movies from July 2. The cost of a standard monthly plan - currently $9.99 per month - will stay the same for customers.

If they want to continue watching content ad-free, they have to pay an extra $2.99 per month. That pushes the price up to nearly $13 per month.

Amazon Prime video
Amazon Prime Video customers will soon have to sit through ads when watching TV shows and movies. (Source: Getty)

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Amazon said the decision was made to allow it to “continue investing in compelling content and keep increasing that investment over a longer period of time”.

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“We aim to have meaningfully fewer ads than linear TV and other streaming TV providers,” Amazon Prime said.

For comparison, Netflix’s Basic with Ads subscription shows an average of four to five minutes of ads per hour. Meanwhile, Binge’s Basic subscription has a few minutes of ads per hour.

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Amazon Prime Video began rolling out ads in other regions, including the US, Canada, the UK and Germany, earlier this year.

The streaming service hiked its monthly subscription fees from $6.99 to $9.99 in May last year, an increase of more than 40 per cent. Annual subscriptions went from $59 to $79.

The move hasn’t gone down well with some customers, with several saying they had cancelled their subscriptions after hearing the news.

“Honestly I would have been severely less offended if they went the Netflix route of, ‘Here’s a cheaper plan with ads enabled, your plan is fine’, rather than, ‘We’re tacking on ads, pay us more or suffer’,” one user said online.

“Immediately cancelled my annual plan. If I have to suffer through ads it should be free,” another said.

“If you pay for a service you shouldn't get advertising,” a third added.

It comes after rival Netflix upped its subscription prices for millions of Aussies. A standard plan with ads will go from $6.99 to $7.99, a standard plan without ads from $16.99 to $18.99, and a premium plan will increase from $22.99 to $25.99.

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