Amazon Prime Video is raising the price of its ad-free plan in the US from $2.99 to $4.99 per month, renaming it "Ultra." The new tier adds exclusive 4K/UHD streaming, increases simultaneous streams to five, and boosts download limits to 100.
This change follows a broader industry trend of streaming service price increases. Amazon cites the need for significant investment in premium features as the reason for the hike.
The main topics covered are the price and feature changes to Amazon Prime Video, the context of industry-wide streaming price increases, and the justification provided by Amazon.
Amazon Prime Video is raising the price of its ad-free plan in the US and adding several new features. Starting April 10th, Prime Video’s ad-free tier will cost $4.99 per month instead of $2.99, and include “exclusive” access to 4K/UHD streaming.
Amazon Prime Video’s ad-free plan is getting a price hike
The revamped Prime Video ‘Ultra’ tier will now cost $4.99 per month and come with ‘exclusive’ access to 4K/UHD streams.
The revamped Prime Video ‘Ultra’ tier will now cost $4.99 per month and come with ‘exclusive’ access to 4K/UHD streams.
The price increase comes two years after Amazon switched all 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. Now, the streamer is calling its ad-free tier Prime Video “Ultra,” and is adding support for up to five simultaneous streams (up from three), up to 100 downloads (up from 25), and Dolby Atmos.
It’s just the latest in a string of steady streaming price increases that have recently impacted HBO Max, Apple TV, Paramount Plus, Disney Plus, and Crunchyroll. The hike also comes ahead of the Prime Video debut of Tomb Raider and God of War, two highly anticipated live-action adaptations that follow its very good Fallout series.
In a post announcing the change, Amazon says putting premium features in ad-free streaming “requires significant investment,” adding that the structure “aligns with other major streaming services.” Prime Video notes that members on the ad-supported tier can continue to access HD/HDR streams, Dolby Vision, and an array of live sports streams.
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