Amazon introduced its ad-supported Prime Video experience in Türkiye, Belgium, Norway and Denmark on June 17.
With this expansion, Prime Video’s ad-supported offering is now available in 20 international markets, with Türkiye becoming its first launch in Central and Eastern Europe.
Unlike Netflix and Disney+, Amazon has chosen not to introduce a lower-priced ad-supported subscription tier. Instead, advertising is now the default viewing experience, while subscribers who prefer an ad-free experience must pay an additional fee. The surcharge varies by market, ranging from a 37% price increase in Norway to as much as 86% in Türkiye.
According to Ampere Analysis’ Q1 2026 consumer survey, Turkish viewers are the most receptive to the change. Two-thirds of Prime Video subscribers in Türkiye said they would be willing to watch advertisements in exchange for a lower subscription price. By contrast, Norway and Denmark recorded the lowest levels of ad tolerance in Europe, at 27% and 36%, respectively.
Despite differing consumer attitudes across markets, Prime Video’s advertising strategy continues to deliver strong results. The platform generated $3.9bn in online video advertising revenue in 2025. According to Ampere Analysis, Amazon’s decision to continue expanding into markets with relatively low ad tolerance suggests that the monetisation benefits of advertising currently outweigh the risks of subscriber churn, indicating that the global rollout of ad-supported Prime Video is far from over.
