The introduction of advertisements marks a significant change for Amazon Prime Video, which has traditionally offered an ad-free viewing experience. As part of this transition, the ad-free tier will be rebranded as Prime Video Ultra on April 10, 2026. The monthly cost of this new subscription tier will increase from $2.99 to $4.99, while the annual plan will be priced at $45.99, reflecting a 23% discount from the monthly rate.

Amazon has emphasized that this change is necessary to continue investing in compelling content. “To continue investing in compelling content and keep increasing that investment over a long period of time, starting in 2026, Prime Video shows and movies will include limited advertisements in Belgium,” the company stated. This move aligns with broader trends in the streaming industry, where many services are adopting ad-supported models to diversify revenue streams.

In addition to the introduction of advertisements, Prime Video Ultra will offer enhanced features, including five concurrent streams and the ability to download up to 100 titles. Notably, 4K streaming will only be available to subscribers of the Prime Video Ultra tier. For standard users, the number of simultaneous streams will increase from three to four, while the download limit will rise from 25 to 50 titles.

Despite the introduction of ads, Amazon has assured customers that the overall cost of Amazon Prime membership in Belgium will remain unchanged. This decision comes amid a backdrop of rising advertising revenue for Amazon, which saw a 22% year-over-year increase in its advertising revenue for 2025, totaling $68.6 billion. The company’s ad-supported model has already proven successful, with a substantial viewer base that continues to grow.

The announcement has not been without controversy. Amazon faced a class-action lawsuit regarding the introduction of ads on Prime Video, which was dismissed by a federal judge. The judge ruled that the addition of ads is not a price increase but rather a modification of benefits authorized under subscriber agreements. This legal backing may provide Amazon with the confidence to proceed with its new advertising strategy.

Observers note that the addition of advertisements is part of a broader trend in the streaming industry, where high-quality streaming is increasingly being positioned and monetized as a premium feature. As competition intensifies among streaming services, companies are exploring various revenue models to attract and retain subscribers.

Details remain unconfirmed regarding the exact price for the Prime Video Ultra tier in Belgium. However, with the changes set to take effect in April 2026, it is clear that Amazon Prime Video is adapting its business model to meet the evolving demands of the streaming landscape while continuing to prioritize content investment.

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