Amazon is restructuring its Prime Video tiers, removing 4K support from the ad-supported plan and introducing a new 'Prime Video Ultra' tier at $5/month for ad-free viewing with enhanced features like 4K, Dolby Atmos, and more streams. This follows earlier moves to increase ads in the base tier, with ad loads reportedly higher than industry averages. The change aligns Amazon's pricing more closely with competitors like Netflix and Disney+.
Background
Streaming services have increasingly adopted tiered pricing models, with ad-supported and ad-free options, to balance revenue and user growth. Amazon introduced ads to Prime Video in 2024, following industry trends.
- Source
- Ars Technica
- Published
- Mar 14, 2026 at 01:16 AM
- Score
- 6.0 / 10