Amazon Prime Video has made significant investments in its fulfillment and transportation networks since launching in Belgium in 2021. As part of its ongoing evolution in the competitive streaming landscape, Amazon has announced that it will introduce limited advertisements in Belgium starting April 10, 2026. This move aligns with broader trends in the streaming industry, where many services are adopting ad-supported models to enhance revenue streams.
In conjunction with the introduction of advertisements, Amazon will rebrand its ad-free tier as Prime Video Ultra. The monthly cost for this new subscription will rise from $2.99 to $4.99, while the annual plan will be priced at $45.99, offering a 23% discount compared to the monthly rate. Prime Video Ultra will provide subscribers with premium features, including five concurrent streams and the ability to download up to 100 titles for offline viewing. Notably, 4K streaming will only be available to those who subscribe to Prime Video Ultra.
Amazon’s decision to incorporate advertisements into its Prime Video service comes at a time when the platform boasts over 315 million viewers globally. The company has seen a significant increase in its advertising revenue, which rose by 22% year-over-year to reach $68.6 billion in 2025. This strategic shift aims to continue funding the creation of compelling content while providing customers with flexible viewing options.
Amazon has faced legal challenges regarding its advertising plans, including a class-action lawsuit that was dismissed by a federal judge. The judge stated that the addition of ads is not a price increase but rather a modification of benefits authorized under subscriber agreements. This ruling reflects the growing acceptance of ad-supported streaming models as a standard practice within the industry.
In response to the announcement, Amazon stated, “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.” This statement underscores the company’s commitment to enhancing its content library while adapting to market demands.
Observers note that the introduction of ads on Prime Video is indicative of a larger trend 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 sustain their operations and attract subscribers.
Despite the changes in the Prime Video service, Amazon has confirmed that the cost of its Prime membership in Belgium will remain unchanged. This decision aims to maintain customer loyalty and ensure that existing subscribers continue to see value in their memberships.
Details remain unconfirmed regarding the exact pricing of the Prime Video Ultra tier in Belgium. As the launch date approaches, both consumers and industry analysts will be closely monitoring how these changes impact viewer engagement and Amazon’s overall market position.
