- Ad-free Prime Video goes up to $4.99 in the US
- It is also being rebranded as Amazon Prime Video Ultra
- 4K streaming is now exclusive to the paid tier
Price hikes are now par for the course when it comes to top streaming services, and Amazon is now charging more for ad-free Prime Video in the US: Starting next month, the price will rise from $2.99 to $4.99, though you’ll get some extra benefits rolled in.
The tier will also be renamed Prime Video Ultra. Here’s the breakdown of what you’ll get with an Amazon Prime subscription — in addition to removing the ads, you’ll get more offline downloads, more simultaneous streams, and Dolby Atmos audio.
For the extra $2 a month, Amazon Prime Video Ultra subscribers get 100 downloads instead of 25 and 5 simultaneous streams (up from 3). On the included Prime Video plan, you get 50 downloads (up from 25) and 4 simultaneous streams (up from 3).
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Unfortunately, 4K/UHD streams will disappear on the standard plan – this is now a paid, ultra-exclusive, and the streaming service included with Prime Video will be limited to 1080p. However, Dolby Vision is added for those who don’t pay extra.
‘Stands in line with other major streaming services’
Ad-free Prime Video increases in price and is renamed Prime Video Ultra. from r/cordcutters
“Delivering ad-free streaming with premium features requires significant investment, and this structure is consistent with other major streaming services, while giving customers the flexibility to choose how they want to watch,” Amazon says.
The company also notes that certain types of programming, including live TV and sporting events, may come with ads included even if you pay for Ultra. Amazon has invested heavily in sports content, which may be part of the reason for the price increase.
A quick temperature check on Reddit suggests that people have now given up on paying more and more indefinitely for all their streaming services – although one user said they “immediately cancelled” and that the new Ultra plan “wasn’t worth it”.
For now, these changes only apply to the US, but the ad-free upgrade is available worldwide. It looks like it’s only a matter of time before Amazon’s international customers have to pay more for ad-free viewing and 4K streaming.
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