Changes coming to Prime Video subscriptions in Italy: Amazon introduces new features regarding advertising and increases subscription costs
Amazon Prime has announced major changes to its subscription plans Prime Video in Italy, which will come into force from 9 April 2024. These changes mainly concern the introduction of advertising and an increase in the cost ofsubscription. Starting on this date, Prime Video movies and TV series will include a limited number of advertisements. This move was motivated by the need to increase the platform’s revenue, which Amazon is banking on to consolidate its presence in the streaming market. However, for those who prefer to watch content without advertising interruptions, Amazon offers the option to pay an additional fee 1.99 euros per month. This means that the annual Prime subscription, which currently costs 49.90 euros, could increase by more than 20 euros per year.
Prime Video, how will users react to the news?
The decision to introduce advertising is not new in the advertising landscape streaming platforms. Even in other countries, such as the United States, Prime Video has already introduced advertising. Furthermore, Netflix has also included advertising in its content for some time. Amazon has ensured that the number of ads will be significantly lower than linear television. The company stated:
This innovation will allow us to continue investing in quality content and to increase these investments over time.
The changes announced by Amazon for Prime Video represent an important step forward in company strategy to compete in the streaming market. While the introduction of advertising may not be welcome to all users, the option to pay extra to avoid it offers some flexibility. It remains to be seen how these changes will affect Prime Video’s user base. It will be interesting to see how Italian Prime Video users will react to the announced changes.
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