When Amazon announced that it would introduce ads in Prime Video for all customers, it revealed that customers could pay a few bucks per month extra to avoid advertisement on the service.
Prime Video customers from the United States may see ads already when they view shows and movies on the platform. Soon, starting next week, customers from other regions will also see ads on Amazon Prime Video.
Amazon customers who do not want ads on the platform may purchase an add-on, which Amazon calls Ad free. It turns out now that adding Ad Free to the Amazon Prime subscription does not really remove all ads on the platform.
Amazon may show trailers for shows to customers, even if they pay for an ad free experience. Clearly, Amazon does not define these trailers as advertisement. At least some customers may have a different opinion on that, especially since it appears no longer possible to skip these to access the actual content.
When is an ad an ad?
Are trailers for other shows ads? Considering that these trailers promote other content on the platform, they can be considered advertisement.
Back in the days of DVD videos, companies used to put trailers in front of the actual film or TV show. These were often unskippable as well. Now, Amazon seems to use the very same strategy to push other shows on its platform.
At least some Amazon customers who paid the extra $3 think that this is unacceptable.
Amazon may run into trouble in other regions with the introduction of ads on the platform and the option to pay more to remove these again. In Germany, consumer protection organizations believe that this change should be considered a price increase. Price increases need explicit customer approval in Germany and several other European countries.
Several organizations plan to take legal action against Amazon. There is a good chance that the court will decide against Amazon in the case. While this may not help Amazon customers in the United States and, maybe some other regions, it may in some regions.
Closing Words
Streaming services started out as “better” replacements for Cable TV. Customers would get access to an ad-free experience for a monthly fee.
Some services showed ads on their platforms from the get-go. Amazon was one of them, provided that trailers are considered ads.
Now it seems, that streaming is quickly turning into the same behemoth that it initially thought to slay. Most major streaming platforms support advertisement plans now. These are cheaper, but viewers have to watch several minutes of ads each hour.
Streaming service hopping still works as a way to counter price increases and ads on platforms. Sign-up for just a month or two instead of longer periods, and switch services regularly. This guarantees that you don’t miss shows that you want to watch, but without breaking the bank.
Now You: do you use streaming services?
Semantics. “I didn’t hit you, I only slapped you”. Courts themselves are strict about what is to be considered as an insult. Not sure anyone being slapped or insulted will make the same differences. Not sure as well anyone being bothered by an intrusion on Prime Video will differentiate forced trailers from other ads. Obviously Amazon’s policy regarding its customers is tied to its obedience to legality in its most biased approach, despite common sens and basic respect for customers. Of course I hope legal action against Amazon will lead to court deciding against Amazon. Whatever, remains that Amazon as all GAFAM companies know but one thing : the balance of power. Ethics is beyond their scope.
Think the best option for “us mere mortals” is to vote with our wallets. Most don’t, unfortunately.