- Ad-free Prime Video goes up to $4.99 in the US
- It is also renamed Amazon Prime Video Ultra
- 4K streaming is now exclusive to the paid tier
Price hikes are now normal when it comes to the best streaming services, and Amazon is now charging more for ad-free Prime Video in the US: starting next month, the cost will increase from $2.99 to $4.99, although you’ll get some extra perks.
The tier will also be renamed Prime Video Ultra. This is the plan above what you get with an Amazon Prime subscription – in addition to removing ads, you get more offline downloads, more simultaneous streams, and Dolby Atmos audio.
In exchange for an extra $2 per month, Amazon is offering Prime Video Ultra subscribers 100 downloads instead of 25, and 5 simultaneous streams (instead of 3). On the Prime Video package provided, you get 50 downloads (instead of 25) and 4 simultaneous streams (instead of 3).
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Unfortunately, the 4K/UHD streams are disappearing with the standard plan – it’s now a paid Ultra exclusive, and the streaming service included with Prime Video will be capped at 1080p. However, Dolby Vision is added for those who don’t pay extra.
“Aligns with other major streaming services”
The price of ad-free Prime Video increases and is renamed Prime Video Ultra. from r/cordcutters
“Providing ad-free streaming with premium features requires significant investment, and this structure aligns with other major streaming services while ensuring customers have 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 include ads even if you pay for Ultra. Amazon has invested heavily in sports content, which could partly explain the price hike.
A quick temperature check on Reddit suggests that people are now resigned to paying more and more indefinitely, for all their streaming services – even though one user said they “immediately canceled” and the new Ultra plan wasn’t worth it.
Currently, these changes only apply in the United States, but the ad-free upgrade is available worldwide. It seems like it’s only a matter of time before international Amazon customers are forced to pay more for ad-free viewing and 4K streaming.
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