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News that Amazon Prime Video will soon feature adverts has, you could politely say, not gone down too well with subscribers.
The streaming giant introduced adverts to its service last year across the USA and Canada.
Next up is the United Kingdom and Germany, with a change in subscription fees part of the deal.
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Want to go ad-free? That's £2.99 extra every month, please.
To pay the same as you currently do you'll have to accept adverts. There are a few tricks, though, to help you save money on your Prime Video bill.
Amazon has claimed a shift to allowing advertising will ‘allow us to continue investing in compelling content and keep increasing that investment over a long period of time’.
In an email, the company told subscribers: "We aim to have meaningfully fewer ads than linear TV and other streaming TV providers."
But the move to an advertising model is one that has perplexed some in the industry.
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One media buyer, who is someone who negotiates and buys ad space and time, told Ad Age that it was the 'worst possible time' for Amazon to introduce this aspect to the Prime Video service.
They said: "[Amazon] decided to launch [ads on Prime Video] in the worst possible time that they ever could have decided to launch a product.
“They launched the product after the last [upfront] marketplace, almost directly in between then and when the next marketplace is starting, and in the worst marketplace that we’ve seen in decades."
The adverts will begin from 5 February.
Speaking to Ad Age, an Amazon spokesperson said the company had had a 'strong response' when it came to its new advertising structure.
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They said: “We’ve seen a strong response from agencies leaning in so that their clients can be among the first brands to engage with the Prime Video streaming audience.
“We value our ad customers and, as is common practice, occasionally thank our most engaged clients with additional opportunities.”
Amazon is reportedly offering advertisers an enhanced bonus if they sign up, with 'bonus impressions you’re able to get if you are committing to spend $50,000 on Prime Video’s launch', according to a second media buyer.
Some are concerned a move to adverts and higher costs - something Netflix has also done - will encourage piracy.
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One Reddit user, who claims to be familiar with the industry, wrote: “I work in the industry and the steaming ad revenue is the new frontier.
"They’ve created basic cable but you pay them directly. This is the ‘revolutionary’ future of streaming.
“They are all going to raise prices until the as supported tier makes sense. What they don’t understand is that they’ve created an entire generation that WILL NOT WATCH ADS. If that means piracy? Then piracy will become a thing again.”
Featured Image Credit: Pexels / Manuel Breva Colmeiro / GettyTopics: Amazon, Amazon Prime, TV and Film, Money, Business, UK News, US News