Prime Video's ad-free subscription will be rebranded as 'Prime Video Ultra' starting April 10, 2026.
The new plan will cost $4.99/month, charged separately from the existing Prime membership.
Prime Video Ultra includes up to five concurrent streams (previously three), up to 100 downloads (previously 25), and exclusive access to 4K/UHD streaming and Dolby Atmos.
A discounted annual plan for Prime Video Ultra will be available at $45.99, offering a 23% saving compared to the monthly rate.
The standard Prime Video benefit, included with Prime membership, will continue to offer HD/HDR and Dolby Vision at no extra cost, with increased download and streaming capabilities.
Why does this matter? This change provides users with more choices regarding their streaming experience. For those seeking enhanced video and audio quality with more concurrent streams and downloads, the Ultra plan is an attractive option. However, it also means an increased cost for ad-free viewing.
Prime Video is evolving to offer tiered services, similar to other major streaming platforms. The 'Ultra' plan targets users who desire premium features like 4K/UHD streaming, Dolby Atmos, and increased concurrent streams and downloads. This strategic shift allows Amazon to cater to different consumer preferences while generating additional revenue.
The new Prime Video Ultra plan offers several enhancements:
Higher Resolution:: Access to 4K UHD streaming for a clearer picture.
Immersive Sound:: Dolby Atmos for a cinematic audio experience.
Increased Streams:: Up to five concurrent streams, ideal for larger households.
More Downloads:: Up to 100 downloads for offline viewing.
Comparison of Streaming Options:
| Feature | Prime Video Benefit (Included with Prime) | Prime Video Ultra Subscription |
|----------------------------|-------------------------------------------|----------------------------------|
| Ad-free | No | Yes |
| UHD/4K | No | Yes |
| Dolby Atmos | No | Yes |
| Concurrent Streams | 4 | 5 |
| Downloads for Offline Viewing | 50 | 100 |
This move positions Prime Video competitively in the streaming landscape, offering a premium tier for users willing to pay extra for enhanced features. Existing Prime members still retain access to a vast library of content in HD/HDR, ensuring continued value for their subscription. All links open in a new tab.
Q: What is Prime Video Ultra?
Prime Video Ultra is a new subscription plan replacing the Ad Free plan, offering enhanced features like 4K/UHD streaming, Dolby Atmos, increased concurrent streams, and more downloads for offline viewing.
Q: How much does Prime Video Ultra cost?
Prime Video Ultra costs $4.99/month, in addition to a Prime or Prime Video subscription. There is also an annual plan at $45.99.
Q: What happens to my current Prime Video subscription?
Your existing Prime Video subscription remains the same, but the Ad Free option is replaced by Prime Video Ultra if you want ad-free viewing with premium features.
Q: Will Prime Video Ultra be available outside the U.S.?
Currently, Prime Video Ultra is only available for U.S. subscribers.
Prime Video is introducing a new 'Ultra' plan for users who want ad-free viewing with enhanced features.
The new plan includes 4K/UHD streaming, Dolby Atmos, more concurrent streams, and more downloads.
Evaluate your streaming needs to determine if the extra cost of Prime Video Ultra is worth the added benefits for your household.
The standard Prime Video benefit remains a valuable option for those who don't require the premium features of the Ultra plan.
What do you think about Prime Video's new Ultra plan? Is it worth the extra cost for the enhanced features? Share your thoughts in the comments below!
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