Amazon Prime Video nearly doubles the price to go ad

Starting April 10th, Amazon's ad-free Prime Video subscription will be rebranded as Ultra as its price increases to $4.99 per month from the current $2.99. Once it launches, it will also be the "exclusive" way to access 4K/UHD streaming, removing 4K streaming access from Prime subscribers who don't pay extra. Paying the extra five bucks […]

Amazon Prime Video nearly doubles the price to go ad
Amazon Prime Video nearly doubles the price to go ad Photo: The Verge

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The revamped Prime Video ‘Ultra’ tier will cost $4.99 per month and come with ‘exclusive’ access to 4K streams.

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The price increase comestwo years after Amazon switchedall users on Prime Video — which comes as a perk with a standard Amazon Prime subscription — to an ad-supported plan and began charging extra for commercial-free streams.

Since then, Amazon, like many other streamers, has been spending heavily to broadcast live events and sports like the NFL and NBA, and in its blog post says putting premium features in ad-free streaming “requires significant investment,” adding that the structure “aligns with other major streaming services.”
It’s just the latest in a string of steady streaming price increases that have recently impactedHBO Max,Apple TV,Paramount Plus,Disney Plus, andCrunchyroll.

The hike also comes ahead of the Prime Videodebut ofTomb RaiderandGod of War, two highly anticipated live-action adaptationsthat follow its very goodFalloutseries.

Update, March 13th:Highlighted 4K streaming changes and Prime subscription updates.

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Source: This article was originally published by The Verge

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