Amazon Prime Video is raising the price of its ad-free plan in the US and adding several new features. Starting April 10, Prime Video's ad-free plan will cost $4.99 per month instead of $2.99, and will include 'exclusive' access to 4K/UHD streams.
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The price increase comes two years after Amazon made the switch, moving all Prime Video users — a perk with a standard Amazon Prime subscription — to an ad-free plan and starting to charge extra for ad-free streaming. Now, the platform is calling the ad-free Prime Video plan 'Ultra,' and adding support for up to five simultaneous streams (up from three), up to 100 downloads (up from 25), and Dolby Atmos.
This is just the latest in a series of steady price hikes across streaming services that have recently affected HBO Max, Apple TV, Paramount Plus, Disney Plus, and Crunchyroll. The increase also comes ahead of the Prime Video premieres of Tomb Raider and God of War, two highly anticipated live-action adaptations that follow the highly successful Fallout series.
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In a post announcing the change, Amazon says that providing premium features to ad-free streams "requires significant investment," adding that the structure "aligns with other major streaming services." Prime Video notes that members of the ad-supported program can continue to access HD/HDR, Dolby Vision, and a range of live sports streams.
Amazon's decision to increase the price of its ad-free plan is part of a broader trend in the streaming services industry, where companies are trying to offer more features and high-quality content to their subscribers, while also looking for ways to increase their revenue. The introduction of Prime Video 'Ultra' with improved features, such as support for more simultaneous streams and the addition of Dolby Atmos, demonstrates Amazon's intention to offer a richer experience to its users.
The move may draw backlash from users who aren't willing to pay the increased price, but Amazon appears to be relying on the added value of the new features to justify the increase. Additionally, with the upcoming releases of the Tomb Raider and God of War series, Amazon hopes to attract more subscribers interested in premium content and exclusives.
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This change is expected to affect competition in the streaming services industry, as other major platforms may follow Amazon's example and adjust their prices and features accordingly. The streaming services market continues to evolve, and companies must find the right balance between offering high-quality content and keeping prices at levels that are acceptable to consumers.
