Amazon Prime Video customers will soon start seeing ads while streaming movies and shows, unless they pay more for their subscription.

Customers in Canada will begin seeing advertisements in “early 2024,” the tech giant announced Friday, but did not give an exact date for the switch.

Amazon is just the latest streaming platform to make the move to include ads in their once ad-free services. Rival streamers Netflix, Disney+ and Crave all offer ad-supported tiers of service at a lower cost.

David Soberman, a marketing professor at the University of Toronto, spoke to Global News about the decision many streaming services are making to switch to a tier-based service – and what it means for Canadian consumers.

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