Amazon Prime users have threatened to quit after the streaming service announced a major change to its viewing experience.
The streamer - which is behind hits like The Boys and Good Omens - has seriously upset a lot of TV lovers it seems.
Heading to Reddit, a number of unhappy customers announced they had cancelled their subscriptions.
One subscriber ranted: “This is b******t if you have an existing annual membership - they shouldn't be able to change it until your current membership renews.”
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Someone else was done: “And I just canceled. Got a refund for the rest of my year's subscription.”
“Sigh, just another reason to break out the eye patch and parrot. When I ditched Netflix, I thought I would regret it. Won't regret this one either,” a disgruntled commenter penned.
So what has Amazon Prime done to have irked so many people?
Well, Amazon has followed in the footsteps of Netflix and added an ad-supported tier.
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It has claimed that this would ‘allow us to continue investing in compelling content and keep increasing that investment over a long period of time’.
The conglomerate said in an email to customers: "We aim to have meaningfully fewer ads than linear TV and other streaming TV providers.”
The streamer has decided to introduce adverts to Prime Video from 5 February for customers in Germany and the UK who will see ‘limited’ advertisements unless they fork out an additional £2.99 each month to enjoy an ad-free experience.
Those in the US and Canada will be seeing ads a lot sooner as they will be introduced 29 January.
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However, viewers are not happy with this development, with many deciding to cancel their subscriptions immediately.
An upset Amazon Prime customer wrote on Reddit: “Amazon now with ads.”
Another said “Just cancelled mine and left the comment that ads are a deal breaker and that their service is useless with them.”
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One user, who claims to be familiar with the industry, wrote: “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: Wiki Commons / Amazon PrimeTopics: News, Money, Amazon Prime, Netflix, Disney Plus, Reddit, TV and Film